The integral part of the publishers’ life is devising a business plan leading to monetizing content. One of the most successful strategies is a paywall, which is used by the most influential world newspapers, niche magazines, and WordPress publishers.

1. DOES IT PAY
TO USE A PAYWALL?

2. We’re PressPad – the company that
creates mobile magazine apps, digital
newsstands for PDF issues, and
WordPress-based news apps.
In this presentation, you can find
some information about
paywall for digital publishers.

3. What is a paywall?

4. Want to read more?
Go to the payment section.

5. You don’t have to pay.
We wanted to show you how a paywall works.
Just kidding.
www.presspadapp.com

6. A paywall is an effective strategy
to increase revenue based on
restricting access to content
via a paid subscription.
www.presspadapp.com

7. Who is paywall
dedicated for?
www.presspadapp.com

8. influential newspapers
niche magazines
WordPress publishers
smaller publishers
every publisher or author
who looks for effective
monetization strategy
and independence

9. Paywall can be set up
even if the content
is distributed
via different platforms.
www.presspadapp.com

10. Sounds reasonable, doesn’t it?
Well, not exactly...
In one word:
if you want to read, you have to pay.

11. People don’t want to pay
for something they
don’t know or don’t trust.
People don’t want to pay
for online content at all.

12. But something is changing...

13. The acceptance of paying for news is growing worldwide
share of people that paid for online news in 2018

14. How is it possible that strategy based on
paid subscriptions has grown in popularity
in the age of immediate, quick and free admission
to news and information?

15. In the internet fake news
flood, people started
feeling the need to get
reliable information they
can trust.
www.presspadapp.com

16. The key to readers’ hearts is building trust to a brand.
And this is what paywall is all about.

17. Imagine, you go to the perfumery.
Someone gives you a perfume sample for free.
The purpose of this is for you to try and use it, and
finally come back for the full version of the product.
What kind of intention does he have?

18. to show that the product is worth paying for.
The main goal is...

19. How would it look like in the publishing field?

20. a perfumery = news website
sample of perfume = free unique content
bottle of perfume = subscription

21. a perfumery = news website SEARCH
sample of perfume = free unique content TRUST
bottle of perfume = subscription LOVE

22. free
unique
product
NEWSLETTER
sample of
perfume

23. the way to demonstrate that the content is worth paying for
the value which will keep readers coming back
not for direct selling
NEWSLETTER

24. GOALS
ENCOURAGE MORE READERS
to subscribe to the magazine
BUILD A LOYAL AUDIENCE
which will lead to future sales on the
next stage of the conversion funnel
www.presspadapp.com

25. great free value
email address
PUBLISHER
READER

26. “Email addresses? What’s in it for me?”

27. having a user in the
database, you can
upsell new issues
you have the
opportunity to stay in
touch with people via
sending:
● announcements
● discounts surveys
● news

28. Segment email lists into groups
based on: purchase, history, age
demographics.
Send each group an
individualized newsletter.
The customers get newsletter
consistent with their
preferences.
www.presspadapp.com

29. By sending free bonuses and giving value, you
establish a line of trust between you and the visitor,
and that is the most important value in the digital
world.

30. Be up-to-date with metrics like:
open rate
unsubscribe rate
click through rate

31. 81%
of people use a smartphone
to check emails
Do you know that...

32. single column layout
short paragraphs
one good photo instead of many
links far away from each other
the unsubscribe button away from other buttons
short articles connected with target content
Make a mobile-friendly newsletter!

33. People who are getting newsletters
in a comfortable format begin to trust you,
stay with your brand, and want to get more.

34. To the audience that knows the brand and is
well taken care of, paying for the content
they want to get comes naturally.

35. The news publishers are the ones who gain
the biggest profits on the introduction of
a paywall model.
high-quality content hard work
trustworthiness
TRUST

36. Choose a paywall which is
the best for you
and your readers

37. pay to access all content
no article available to read without registering first
potentially increases revenue but decreases traffic
for brands which have already dominated the market
some publishers give away at least 300 words of each
article for free
The hard paywall

38. the most popular model in the United States
– 63% of the media have put it in place
The soft/metered paywall
offers a specific number of free access articles
before requiring a paid subscription
after viewing 10-20 articles, the users have to
pay if they want to read something else

39. The freemium paywall
free access to a part of the site
keeps articles with higher added value for
subscribers only (10%-20% of the visible articles)
the most widespread model in France
in the United States with only 12% of the
publishers who put it in place

40. The PressPad News Paywall
monetizing strategy
for content distributed
via a mobile app
www.presspadapp.com
READ FURTHER

41. Impose a limit on articles that can be unlocked by subscription.
A subscription may also (but does not have to) remove ads if
they exist in the application.
You can choose a subscription that only deletes ads, and there
is no limit on articles in the mobile app.
The PressPad News Paywall Model

42. We make digital publishing easy.
GET IN TOUCH!
+1 888 712 0331 www.presspadapp.com @presspadapp