Categories: OLD Media Moves

The Economist has narrowed its paywall

The Economist has tightened its paywall so readers have access to five articles a month rather than three a week, reports Lucinda Southern of Digiday.

Southern writes, “At the end of January, the subscription publisher changed its metered access after six months of testing. Reader research found that on average people either read five articles before subscribing or they sign up right away. And a high content threshold would allow potential subscribers to slip through the net and never hit the paywall.

“‘This approach has enabled us to do both: be a little more efficient on the subscription conversion while ensuring key placements like leaderboards still receive equal exposure,’ said Marina Haydn, managing director of global circulation.

“The Economist has been pretty generous with content, erring on the side of publishing more in front of the paywall and sharing through social platforms to drive people back to subscribe, believing its journalism is its best asset. It has 1.6 million digital and print subscribers, of these 790,000 have a digital subscription, according to the Audit Bureau of Circulations.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

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