How To Choose A Paywall Strategy

10 approaches to a subscriptions and memberships for publishers, entertainment companies and content makers.

Content has been devalued because consumers have expected all online content to be free; therefore, publishers are struggling to generate revenue. In order to adapt to a new media landscape, content owners are attempting to reinvent their subscription models, enticing readers with value-added content and services.

At the same time, audiences are looking to media and publishing platforms to provide their expertise and exclusive access to premium content and services that complement free offerings and offer additional value. The Atlantic reports that people now spend more than 5.5 hours a day with digital media, including three hours on their phones alone. A 2017 Reuters Institute Digital News Report also found that between 2016 and 2017, the share of Americans aged 18–24 who paid for online news jumped from 4% to 18%, and the 25–34 group rose from 8% to 20%.

To meet this rising demand, media and publishing platforms are innovating in the loyalty and services space and providing customers with elevated paid membership experiences. And there’s solid business reason too: one study suggests the average American consumer household has nearly four subscriptions and renewal rates stand at a significant 85%.mWhen plug-and-play membership and subscriptions platform Wallkit* ran a survey with publishers earlier this year they found:

1. 46% of publishers agree that paid-access to their content will be “critical” in the next three years.
2. 70% of publishers said that they want subscription services to be their top revenue generator in 2022.
3. Publishers ranked written content, PDFs, and videos as the top three types of content & services want to manage access.

So how are publishers, entertainment businesses and other content owners using membership, subscriptions and paywall platforms like Piano, Recurly, Memeberful and Wallkit? A study by researchers at business intelligence firm PSFK found:

1. Complimentary Access to demonstrate value — leveraged by Hearst & Spiegel
2. Curated Offerings to enhance the content discover — leveraged by Aller Media Tech blog and Taylor Francis
3. Exclusive Access to fresh or original content — leveraged by College Humor, New Statesman and the Atlantic
4. Community Connection that help audiences organize themselves — leveraged by Slate, Glossy and The Economist
5. Member Generated Content — leveraged by The Daily Beast and Quartz
6. Incentivized Participation to encourage a fair, authentic publishing experience — leveraged by TokenPost and Civil Media
7. Crowdsourced Patronage to support the favorite creators and artists — leveraged by Patreonand Libre
8. Partner Services to provide expert content and insights — leveraged by the New York Times, WIRED and Blendle
9. Extended Service to offer audiences access to tools, resources and services — leveraged by Best Buy and Puls Technnology
10. Value Ecosystem to enhance consumers’ ownership experience — leveraged by Alibaba and Polestar.

If you’re considering a Paywall or Subscription system, it’s critical that you explore the different strategies that are being applied out there to provide a unique and valuable experience that drives sign-ups and ultimately renewals. Success does hinge on applying any offering as a CRM or Loyalty system. zachary jean paradis, VP of Experience Strategy, at Publicis.Sapient says:

“A modern loyalty program isn’t about the points. It’s not a transaction or an exchange. It’s about a sense of belonging and participation. Great loyalty programs are about a brand relationship that the customer wants to bring into their everyday life.”

If you would like to receive a copy of the PSFK research report that we leveraged to write this piece, please send Wallkit president Piers Fawkes a note at pf@wallkit.net