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Daily Beast’s conversion strategy revolves around membership

By Shelley Seale

INMA

Austin, Texas, USA

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At The Daily Beast, decisions about what content goes behind the paywall revolve around its membership strategy. Speaking at the INMA Media Subscriptions Week in February, Chief Product Officer Lauren Bertolini spoke to INMA about that strategy.

“From the beginning, we wanted our membership product to be really based around good, quality reporting,” Bertolini said. “So we focused on locking content that we thought provided additional value to our readers.”

This adds another layer on top of Beast’s content that’s available for free, prompting users to know they can join the membership program for additional benefits, and to support The Daily Beast’s journalism.

About Shelley Seale

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