Registration walls
In an August earnings call, New York Times
Company president and CEO Mark Thompson talked about his company’s experiment
with the walls. In July, NYT launched more extensive testing of registration
and log-in and is prepared to play the long game to see gains. “The tests play
out differently on different platforms, and we plan to experiment with a range
of parameters and business rules — how many free articles a given user is able
to read, for example, in return for registration — over the coming months. We
don’t expect this testing to have a dramatic near-term effect on net
subscription additions. Over time, however, we believe that the growing numbers
of registered and logged in users of The Times will help us maintain or
increase our momentum inbuilding out our subscription base.“When a user is registered and logged-in, we can communicate with them and understand their preferences and patterns of consumption more effectively than if they are anonymous.That typically leads to higher engagement and subscription conversion,” Thompson said.
Hearst, the Chicago Tribune and Forbes have
recently tried registration walls or planned to, according to a story from
Digiday.
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