Bild’s paywall journey succeeds with simplified, well-marketed products

By Dawn McMullan


Dallas, Texas, USA


Bild introduced its freemium paywall in 2013. Three years in, it has simplifed its offering to only two products. The news media company now has 320,000 paid subscribers.

Tobias Henning, general manager/premium at Bild, offers this advice for other media companies working on their paywall strategy:

1. Keep trying: Dont just think about introducing paywalls. Dont just think about the right model. Just start. And then take the learnings from that.

2. Run promotions to attract audiences every day: Although we only have two products ... we sometimes have special promotions like half price off the first year or the first month for free. You have to try to find out which audience answers best to a certain promotion.

About Dawn McMullan

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.