Premium Videos

Recordings From INMA's Master Classes and Conferences

Paywall Models, Premium Content, Subscriber Engagement

About this premium video

When planning your digital subscription product, one must consider what's behind the paywall (your value proposition) and what's in front of the paywall. Paywalls are essentially a segmentation tool to filter out readers who have the highest willingness to pay. In this module, we will reveal, based on years of research, who's most likely to pay? And for what? Case studies from Schibsted and Funke Digital are featured. For Schibsted's Aftenposten, learn how they went from digital-first to audience-first. At Funke, get an insider's look at how the company launched its digital subscription products and the lessons learned after their first two years.


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