1. #paywalls12
Wifi : AV Team or AV Team 2

2. Marketing premium content
What’s behind door number one?
Audra Martin
Vice President, Customer engagement & Operations
The Economist online

3. First things first
• Premium
content
• Trusted brand
• Reasonable
value exchange
Source: Wassand Hall http://wassand.co.uk

4. Engagement ecosystem
Search
Brand
campaigns
Social
Metered media
pay wall
Editor’s
Discuss & highlights
Debate
Weekly issue of
The Economist

5. Playing by the rules | Search
Authority
Discovery
Serendipity
Source: Google images, http://www.peacockmaps.com/

6. Personality | Provocative brand campaigns
February 2012 poster brand campaign June 2010 poster brand campaign

7. Trust me | Social sharing
113k+ FB likes; 7966 Tweets Facebook & Twitter amplification +20%

8. Trust me | Social sharing
Key dimensions of engagement for users
5 Trustworthy
Authoritative
Unique “Social Media have taken the solid, dependable
Community old tortoise—word of mouth—and transformed it
Entertaining into countless hares, multiplying like, well hares”
Bob Garfield and Doug Levy, Ad Age
Key characteristics of advertising behaviour
3 Trust
Action
Awareness
“The new rules of engagement”, AOP Advertising Engagement Study, 3 rd December 2010

9. Trust me | Social sharing
“The new rules of engagement”, AOP Advertising Engagement Study, 3 rd December 2010

10. Building habit | Metered pay wall
Go ahead, try some

11. Sampling | Editor’s highlights
Free editor’s highlights in the app Weekly e-mail newsletter
Alternative touch points

12. Sense of belonging | Participation options
Blogs
Debates Polls
Weekly
Comments &
Opinion
content Sharing
cloud
Real-time
Quiz &
editor
Contests
discussions

13. A set of complementary tools
Technique Yield
Low-cost audience
Search
acquisition, authority
Brand
Awareness, personality
campaigns
Audience acquisition via
Social media
trusted connections
Metered paywall Customer acquisition
(sampling) through habit
Touch opportunity for
Editor’s highlights
lean-back audience
On-site discovery, Deeper engagement,
participation habit, sense of belonging

14. Thank you
Audra Martin
VP Customer engagement & Operations, The Economist online
audramartin@economist.com
Twitter: audranyc