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DMA: Data and Marketing Association
Why DMA?

How Publishers can Survive and Thrive: the Crucial Role of Email and Paywalls

Overview

Declining programmatic advertising CPMs, Ad Blockers, Facebook, and the nature of the Internet itself are all combining to threaten the publishing business model. While the future is always uncertain, it is unlikely that the pure ad supported revenue model can remain profitable long term. Publishers must adapt, and many are realizing that much of their audience will happily pay for quality content. But what is the right model? How much to charge? And what happens to existing revenue streams? In this webinar, we will highlight the strategic components of the paywall business model, highlighting the crucial role that email plays in converting an anonymous audience to paying subscribers.

Takeaways

  • The Metered Paywall (or "Content Window") is the natural evolution of the publisher business mode
  • Don't assume that a one-size-fits-all paywall is the best approach (e.g. 3 articles per month)
  • Dynamic Metered Paywalls optimized to different audience segments will maximize your subscription conversion
  • A direct relationship with your audience via email is key to establishing a long term relationship

Speaker(s)

headshot

Keith Sibson

Vice President, Product & Marketing
PostUp

Keith has over a decade of experience driving product-led growth at companies large and small. Before joining PostUp, Keith served as VP of Revenue at SpareFoot.com. Prior to SpareFoot, Keith led product at the financial services company NetSpend, where he led the creation of the online channel, now a $200MM revenue business.
Throughout his career he has led teams of engineers, designers, project managers, product managers, marketers, and operations staff to consistent success.

Keith holds a Ph.D. and BSc in Computer Science from Glasgow and St. Andrews Universities, respectively.

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