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Plus Report - By Thomas Baekdal - November 2021

Known to work: Designing the paywall and journalistic focus

This article is the first one in a new long-term series called "Known to work". The purpose of this series is to focus on elements that we know will work, based on real data, real examples, and real experiences.

Obviously, there are many elements to this, and none of these articles are able to stand on their own. In this first article, we are going to talk about how you design the paywall and journalistic focus, in the next article we are going to talk about getting people to pay, and then, in later articles we are going to talk about churn management and mitigation, pricing, and customer lifetime strategies, and additional revenue models.

Please note, 'Known to work' has a future focus. It's not about the best practices of the past, instead it's about the things that we know will work in the future.

But let's get to it.

Designing the paywall and journalistic focus

We are starting with this focus before we talk about how to actually get people to pay because this is where it all starts.

In my many years working as a media analyst, I have seen so many publishers who have tried to optimize their business purely by focusing on conversion tactics, only to see them fall flat or only get very small improvements. And ... I have also seen publishers, who focused their efforts in better aligning their journalistic focus, have huge differences in effect.

But don't just take my word for it. Let's look at the data.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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