Where Should I Put My Paywall?



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Trying to figure out what paywall strategy works best for your magazine? Expert Rob Ristagno shares his insights.

When publishers start charging for digital memberships, there is often an initial fear that traffic will plummet. Where you actually put the paywall barrier is an extremely important strategic decision. Leadership needs to balance various business objectives: advertising, affiliate marketing, lead acquisition, and of course direct monetization through membership subscription fees.  

The Paywall Options

Here is a menu of options to choose from: [Read more…]

Paid Content: How Do You Know Your Ad Customer Wants It?



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This ad salesperson developed an awesome paid content program for his customers. What are you waiting for?

The ad game has shifted and salespeople are not just selling advertising anymore! Paid content programs offer the opportunity for advertisers to pay publishers to create and distribute content for them, rather than just an advertisement.

Consider that many of your customers may not even know they want (or need) paid content. Why? Because they probably think of paid content as an old-fashioned, one-time advertorial that blurs the lines and looks cheesy.

It’s a brave new world in sponsored advertising models. Are you maximizing all these paid content opportunities for your customers? [Read more…]

Sponsored Content Can Be a Good Thing!



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Media consultant Rob O’Regan shares some of his guidelines on sponsored advertising.

Usually the very first question that comes up in any discussion about sponsored content is how we define it—what it means to the publisher, the editorial department, the advertiser, the audience. Are we all clear or still mucking around in the swamp of ambiguity?

Now let’s throw into the mix the fact that sponsored content is on the rise and now being created for a plethora of media distribution channels out there, including print, digital, event material, webinars, etc.

So how DO we define it? We think the American Press Institute is on the right track:

It is better to define sponsored content by what it does than by what it looks like.”

Here are some quick guidelines from a presentation by Rob O’Regan, a media consultant and senior digital content strategist at IDG, on how to present sponsored content to your readers and how to talk about it with your advertisers: [Read more…]