Tag Archives: nyt

Why Paywalls Ultimately Fail


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Google announced a new partnership last week with Pandora, the New York Daily News, and several other media companies that could be the death of the paywall model. “Google Consumer Surveys” is a stunningly simple idea. Say you’re surfing the web, and click on a link to a story that would typically be behind a paywall. Rather than pay, you answer a simple marketing question, and as a result are granted access to the article. Google pays the entity five cents for each question answered, which is about $15 per 1,000 pageviews.

I’ve long maintained that paywalls are a terrible idea and do nothing but drive potential readers elsewhere. The ROI of putting your content behind a paywall is far less than charging appropriate advertising rates on your site, or other inventive ideas. Don’t believe me? Ask yourself Continue reading