Why building up value is important in seeking subscription payment

As part of the Local Media Association Boston Innovation Mission, attendees are sharing their top takeaways in a series of short stories. On Tuesday, the group visited with Cxense.

Challenge: In a world where subscribers are so valuable, how can you monetize a reader with a hard paywall?

Solution: First, gather user information, serve up preferred content and build value on the way to asking for subscription payment. An easy way to do this is to test different meter models (hard paywall vs. two-article meter vs. five-article meter, for example). You can also create and test different offers for different user segments — start simply with a few basic segments that you can learn more about and continue to personalize offers and content to.

John Futhey, Managing Director, Community Sites at Metroland Media Group Ltd.