When it comes to paywall strategy, The Globe and Mail built
its own model. Sonali Verma, deputy head of audience, said this helps the
company figure out what to put behind the paywall and what not to.
“The machine
basically looks at articles that nobody reads — in other words, where we’re not
giving up a lot of ad revenue — and then says, hmm, based on what this article
is about, should we paywall it or shouldn’t we?” Verma explained during the
most recent INMA World Congress of News Media.
Some factors that go into this
decision include if the topic is one they know subscribers care about or one
that might spark new subscriptions.
“So we might be able to really score high
on retention with this,” she said.
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