Guaglione writes, “Dow Jones, which oversees The Wall Street Journal, MarketWatch and Barron’s, among other brands, worked to rebuild the paywall, which was a ‘one-size-fits-all approach dictated by content’ for over 20 years, Halen said.
“‘If we have something that is just a hard paywall, it is hard to sample that content to users,’ he said. The ‘guest pass’ feature, for example, allows visitors to sample content for a limited period of time.
“Dow Jones used subscriber data to understand ‘when a subscriber subscribes. It looks at 65-plus variables and determines who’s ready, who needs warming up,’ Halen said. ‘We haven’t had pushback because it hits customers when they’re ready to buy. It treats each customer individually.'”
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