Contents
- What is a paywall?
- History of the paywall
- Why is a paywall needed?
- How does a paywall work?
- How to earn with a paywall?
- How to attract customers?
- Content generation
What is a paywall?
A paywall, also known as a pricing barrier, is a method of monetizing content where access to exclusive materials is provided through a subscription or for an additional fee. This model allows content creators, such as authors, journalists, and educational platforms, to earn from their materials, making them available only to paying subscribers. An example of successful paywall usage is Ilya Birman's e-textbook "User Interface," which offers valuable information for digital specialists and includes regular updates and online tests.
History of the paywall
The history of paid subscriptions in Russia spans more than two hundred years. Perhaps the first paid subscription can be considered the newspaper "Saint Petersburg Vedomosti," which was mailed to subscribers starting in 1728. In subsequent centuries, other publications, such as the magazine "Sovremennik," also began to adopt similar models. The modern concept of a paywall began to develop with the advent of the internet in the late 20th century, as media outlets faced the need to adapt to a new format. The first successful examples of implementing paywalls in online publications were demonstrated by American newspapers such as The Wall Street Journal and The New York Times. In Russia, this approach was first applied by "Vedomosti" in 2011, offering users monthly and yearly subscriptions for their materials.
Why is a paywall needed?
A paywall serves two main functions:
- Monetization of content: A paywall provides a steady income through regular payments from subscribers for access to films, games, music, and other materials. For example, the scientific journal Nature offers an annual subscription for 186 euros, granting scientists access to valuable data.
- Compensation for declining offline sales: Many media outlets face a decrease in demand for print publications. Research shows that between 2014 and 2019, newspaper and magazine sales in Russia fell by 45%. A paywall helps publications partially compensate for these losses, alongside advertising revenue.
How does a paywall work?
There are many platforms and programs that assist internet resource owners in integrating a paywall:
- Paywall.pw
- Piano VX
- Leaky Paywall
- SubscriptionDNA
- Pigeon
- Subscription Genius
- WordPress plugin
- Donations on "VKontakte" (Tanody)
Different models of working with a paywall can be used depending on the content strategy. The main ones include:
- Hard model: Full access to content is restricted until subscription payment is made. Examples: The Times, The Wall Street Journal.
- Soft model: Limited access to content with the opportunity to read a few articles for free, which motivates subscription. Examples: The New York Times, online cinemas.
- Hybrid model: A combination of free and paid content, where some materials are available without restrictions, while others require a subscription.
How to earn with a paywall?
To profit from a paywall, it is important to consider several aspects:
- Creating unique content: Offer exclusive materials based on personal experience and knowledge.
- Organizing processes: Define the platform, content format, publication frequency, and promotion strategy.
- Setting up the paywall: Use specialized services to automate subscription and payment processes.
How to attract customers?
For successful subscriber acquisition, it is important to:
- Emphasize the value of the content and its problem-solving capabilities for users.
- Utilize various promotion methods, including landing pages, advertising, and collaborations with bloggers.
- Regularly provide free materials to build trust and interest in paid content.
Content generation
To retain subscribers, it is essential to regularly create and publish new content. This can include various formats such as posts, articles, videos, and streams. Announcements of upcoming publications and active engagement with the audience will help maintain interest and motivation for users to continue their subscriptions.