With the rise of free digital media and user-generated content, traditional newspapers and magazines were supposed to die. A funny thing happened on the way to extinction: Many are more alive than ever, thanks to their savvy embrace of digital channels and implementation of paywalls. A new study in the Journal of Marketing examines the issue of paywalls to understand how they are deployed, how they impact engagement, and what effect they have on offline (print) subscriptions. Listen to learn more about paywalls and how the New York Times managed this digital strategy.
Featured speakers in video: Adithya Pattabhiramaiah (Georgia Institute of Technology) and S. Sriram (University of Michigan)
All authors: Adithya Pattabhiramaiah (Georgia Institute of Technology), S. Sriram (University of Michigan), and Puneet Manchanda (University of Michigan)
Full article: https://doi.org/10.1177%2F0022242918815163
Scholarly Insight: https://www.ama.org/2019/03/07/before-you-put-up-a-paywall-read-this-study/