Paywall Podcast - Subscription strategies for news and magazine publishers (Leaky Paywall)

Pete and Tyler discuss how to set successful holiday promotions along with recent results from a publisher's Black Friday promotion.

A repost of the first WordPress Publisher Sessions recording. Learn how to grow community and revenue with newsletters.

https://www.youtube.com/watch?v=Ly9SVpMJwhM&ab_channel=WPPublisherSessions

Catch Magazine
ZEEN101

Pete stops by the Powered By Coffee podcast to talk paywall monetization strategy.

Here's an excerpt from Powered By Coffee:

Discover the secrets of monetizing your readership and mastering paywall strategy with our special guest, Peter Ericson, founder and CEO of Zeen101, the maker of Leaky Paywall for WordPress. Peter shares the fascinating story of how Leaky Paywall was developed to help universities publish content online and how it has evolved into an essential tool for publishers to control content access and profits

Pete and Tyler discuss what percentage of your audience should be paid subscribers based on your market size.

In episode 40, Peter and Tyler discuss how drip campaigns can be used to help motivate free registered readers into loyal paying subscribers.

In this episode of the Paywall Podcast, Pete and Tyler discuss a unique nonprofit news subscription model implemented by Key Biz Camp. The model allows free access to content with a slight hurdle for readers and nudges them towards donations, emphasizing convenience and value in supporting local content.

In this episode, Pete and Tyler discuss how magazine publishers can grow paid subscriptions and maintain digital ad revenue at the same time.

A repost of the second WordPress Publisher Sessions recording. Learn how to grow community and revenue with newsletters.

https://www.youtube.com/watch?v=SC0wbYT2Xlo&t

In this episode of the Paywall podcast, we dive into a case study on Salem Reporter, a local news publisher that has seen significant success in growing their revenue and audience through a strategic approach. Here’s what we discussed:

Background on Salem Reporter:

• Salem Reporter is a digital-only publication based in Salem, Oregon, focusing on local news.
• They have a strong emphasis on hyper-local newsletters and have implemented a free registration system and subscriber only newsletter.

Challenges with the Previous System:

• Salem Reporter initially faced technical issues with their previous system, including problems with content access and support.

Transition to Leaky Paywall:

• Tyler from Paywall Project began working with Salem Reporter and switched them to Leaky Paywall in May.
• They implemented a one-and-one strategy, allowing one free article per month and then requiring registration to access 1 additional article and their free newsletter.

Revenue Streams:

• Paid subscriptions
• Salem Reporter sells advertising directly and partners with local businesses for ad sales.
• They also generate revenue from obituary submissions, offering a cost-effective alternative to traditional newspaper obituaries.
• Salem Reporter is exploring newsletter ads due to their high open rates.

Newsletter Strategy:

• Salem Reporter’s free newsletter includes personal introductions, articles with images, and a section on local town hall meetings.
• They prominently feature options for readers to pay for obituaries and subscribe in every newsletter.
• Their subscriber only newsletter is simply an afternoon edition that captures the days news for more timely news delivery.

Results:

• Salem Reporter has seen success with this strategy. In the last 30 day window they gathered 71 paid subscribers, 640 free subscribers, and a 57 active paid trials.
• The ratio of paid subscribers to free subscribers is over 10%, which demonstrates the effectiveness of their approach. This does not include paid trials.
• The seamless user experience and timing of registration requests contribute to high conversion rates.

Key Takeaways:

• Simplify the user experience by using a one-and-one strategy (one free article before registration).
• Personalize newsletters with a human touch and make subscription offers clear.
• Offer a subscriber only newsletter.
• Prioritize local advertising partnerships over ad networks.
• Build a relationship funnel by offering a free newsletter with upgrade messaging.

This case study showcases how Salem Reporter achieved success in growing its audience and subscription revenue by implementing a strategic approach to content access and user experience.

Today we discuss three main topics for converting free users into paid subscribers.

1. Your messaging and benefits
2. Touchpoints and Targeting
3. Easy opportunities for adding benefits to your publication

User Onboarding
https://www.useronboard.com/

Features Vs. Benefits
https://blog.hubspot.com/marketing/features-vs-benefits-messaging-ht

The Good-Better-Best Approach to Pricing
https://hbr.org/2018/09/the-good-better-best-approach-to-pricing

Leaky Paywall - Conditional Display Notices
https://leakypaywall.com/downloads/leaky-paywall-conditional-display-notice/

Ad Dropper
https://leakypaywall.com/downloads/ad-dropper/

In this episode, Pete and Tyler discuss AI and how it relates to reader revenue for news and magazine publishers.

In today's episode we discuss whether you as a publisher should sell memberships, subscriptions, or ask for donations. 

In coversations over the last few months, we've talked with a lot of local news publishers who have leaned toward selling the concept of a membership rather than a subscription to entice their readers to pay for access. And some are making it mission based and asking for donations.  

Which one is right for your publication? 

Today Pete interviews Greg Wolfe of 4 String Media about how to generate more profits from your existing subscribers through some tactical methodology. Greg has been in the publishing space for over 25 years and brings a ton of knowledge from the print and digital world. 

Pete and Tyler discuss what publishers should focus on in 2024 + current trends in the industry.

Article Summary:

In our latest episode of the Paywall Podcast, we delve into strategic priorities for publishers this year, navigating through the evolving digital landscape, the impact of AI, and shifts in social media dynamics. Our focus centers on the things within our control, steering away from the unpredictability of external platforms like social media, which, despite their benefits in driving traffic, can present challenges for stable revenue streams. Here’s a condensed overview of our dialogue:

1. Control as a Strategic Focus: We kick off our discussion on the criticality of concentrating on aspects we can directly influence. The volatile nature of social media traffic underscores our advice to publishers: prioritize your resources and strategies on platforms and methods within your control to ensure consistent growth and revenue.
2. Trends Versus Subscriber Growth: Amidst prevailing pessimism in the publishing sector, we observe stability and growth in subscriptions with publishers that are nurturing readers effectively. We advocate for a commitment to subscription growth and audience building as the cornerstone of success in the digital arena.
3. Transitioning from Print to Digital: Our conversation navigates the ongoing shift from print to digital formats, offering strategies for publishers to make this transition smoothly.
4. Bundling Content for Added Value: We explore the strategy of bundling additional content — like subscriber-only podcasts and games — as a means to enrich the subscription offer and deepen audience engagement.
5. Embracing AI for Efficiency and Innovation: The role of AI in enhancing back-office operations and content creation emerges as a key theme. We encourage publishers to experiment with AI tools, not just for operational efficiency but also as a means to foster innovation within content creation and distribution.
6. The Power of Email Newsletters: A significant part of our discussion highlights the indispensable role of email newsletters in audience development and conversion. By distinguishing between free and paid subscribers through tailored newsletters, we underscore the direct marketing benefits and increased subscriber engagement and retention.
7. Emerging Channels: SMS and WhatsApp: We examine SMS and WhatsApp as promising channels for content distribution, emphasizing the potential of mobile apps to deliver an enhanced reading experience and build subscriber loyalty.
8. Leveraging Podcasts: Integrating podcasts, especially those exclusive to subscribers, is discussed as a strategy to augment subscription value and attract a wider audience.
9. Utilizing AI for Content Enhancement: We conclude with practical insights into using AI for content summarization, research, and enhancement. By adopting AI as a tool, we aim to empower publishers with the means for more efficient content creation and a deeper understanding of audience needs.

In essence, our episode underscores a year of taking control, innovating within our spheres of influence, and engaging directly with our audiences. We are here to help you navigate the challenges and opportunities that 2024 holds for publishers in the digital landscape.

We discuss the new ZEEN101 Subscription Accelerator™ and how you can use it to build your email list and grow subscriptions. 

In this episode, Pete and Tyler discuss how you can convert more paid readers with targeted messaging.

Leaky Paywall

Street Photography Magazine
ZEEN101

Have a question you'd like us to answer?  Get in touch at leakypaywall.com

Pete and Tyler discuss promotion strategies for publishers that actually work.

Here are the key points they cover:

1. Avoid Low-Value Promotions: Promoting subscriptions for a low price like one dollar undermines the perceived value of the content. It's better to avoid such steep discounts.
2. Simplify Subscription Options: Presenting too many options or complicated pricing can confuse and deter potential subscribers. A simple and clear offer is more effective.
3. Free Registration Strategy: Implementing a free registration system on the website can help in building a database of potential subscribers and nurturing them towards paid subscriptions.
4. Promotional Pricing: Instead of devaluing content with low prices, use promotional pricing smartly. For example, offering three months for the price of one at a reasonable rate rather than a nominal one.
5. Effective Coupon Strategies: Using coupon codes can be an effective promotional tool, especially if the process is streamlined and the discounts are meaningful without being overly generous.
6. Promoting Gift Subscriptions: Encouraging gift subscriptions can boost sales, especially if the process is made easy and the offer is appealing.
7. Utilize Post-Purchase Promotion: Use the thank you or confirmation page after a purchase to promote other relevant offers like gift subscriptions or family plans.
8. Monthly vs. Annual Pricing: Promote annual subscriptions by highlighting their monthly cost equivalence, making the price seem more affordable while securing longer-term commitments.
9. In-Content Promotions: Placing subscription promotions within content, visible to non-subscribers, can be an effective way to convert readers into paying customers.
10. Ad-Free Subscription Options: Offering an ad-free version of the content at a higher price can attract subscribers who prefer an uninterrupted experience.
11. Landing Page Optimization: Use the homepage or a dedicated landing page to promote subscriptions effectively. Ensure visibility of the subscription offer, especially on mobile devices.
12. Keep It Simple and Valuable: The overarching theme is to keep offers simple and ensure that they communicate the value of the content rather than devaluing it through excessive discounts or complicated pricing structures.

This episode of the Paywall Podcast, sponsored by LeakyPaywall,  Pete and Tyler provide an in-depth analysis on how news and magazine publishers can increase website traffic, build email lists, and grow paid subscriptions with effective paywall strategies. Common concerns among publishers, such as the fear of paywalls reducing traffic and ad revenue, are discussed. The hosts advocate for using a free registration model and metered paywalls to balance SEO and reader engagement. 

Core strategies include leveraging content to grow email lists, employing targeted messaging in newsletters, and nurturing readers consistently to convert them into paid subscribers. 

The episode also discusses a case study on Mexico News Daily that illustrates the success of these techniques, highlighting significant email list growth and increased traffic as a result of implementing these paywall strategies.

Peter and Tyler discuss free registrations and if they are hurting your paid subscriptions.

In this episode, Pete and Jeremy discuss the email newsletter for news and magazine publishers.

Leaky Paywall Mailchimp Add-On

UTM Generator

In this episode, Pete and Tyler discuss subscriber-only commenting and how it can be a value add for paid subscribers.

This episode of the Paywall Podcast is brought to you by ZEEN101, the makers of Leaky Paywall.  Leaky Paywall is the most flexible WordPress subscription platform.  Find out more at zeen101.com, where you can download Leaky Paywall for free. 

Catch the video recording on YouTube.

1. Touchpoints
What are touchpoints? When a visitor lands on your website and they start to run into things like subscription nags, and then email notifications after they sign up. Those are touchpoints. 

We discuss 7 ways to successfully sell corporate, group, and bulk subscriptions with Leaky Paywall.

In this episode of the Paywall Podcast, sponsored by LeakyPaywall,  Pete and Tyler discuss effective paywall and subscription strategies for news and magazine publishers. The discussion highlights the importance of free registrations as a pathway to paid subscriptions, revealing a 20% conversion rate with current data. 

Key points include the inefficacy of standalone newsletter signups, the benefits of integrating free registration prompts, and the necessity of nurturing readers through multiple engagement points. 

The episode concludes with recommendations for a structured paywall approach to maximize subscriber conversion.

Peter and Tyler discuss how Intellimusica.com is using a pay per article option on their site.

In this special episode, Leaky Paywall hosts the second Publisher Mastermind live webinar where Pete discusses strategies for how to setup newsletters to grow paid subscriptions.

What is Publisher Mastermind?

Every month Leaky Paywall customers are invited to join our Publisher Mastermind group to learn the strategy and tactics to grow both your audience and paid subscriptions. Each month we focus on a specific topic and invite your questions to be answered at this live event.

Pete and Tyler discuss quick and easy ways to fix your paywall and increase your paid subscriptions. 

Today Pete answers the question: Should you offer a subscription level that hides ads?

Easily hide ads from Leaky Paywall subscribers with Ad Dropper.

In this special episode, Leaky Paywall hosts the first-ever Publisher Mastermind live webinar where Pete discusses strategies for converting casual readers into paid subscribers.

What is Publisher Mastermind?

Every month Leaky Paywall customers are invited to join our Publisher Mastermind group to learn the strategy and tactics to grow both your audience and paid subscriptions. Each month we focus on a specific topic and invite your questions to be answered at this live event.

In the final part of their promotion series, Pete and Tyler discuss how Small Boats Magazine is using Facebook ads to drive both paid and free subscriptions.

Article Summary:

In the 52nd episode of the Paywall Podcast, hosts discuss the potential of Facebook ads in driving paid subscriptions for publications. They delve into a case study involving Small Boats Magazine, which successfully leveraged Facebook advertising to increase subscriptions.

Key Points:

1. The Power of Targeted Advertising:
   • Small Boats Magazine's campaign focused on individuals interested in building wooden boats, utilizing Facebook's strength in demographic targeting.
   • This approach is applicable across various publications, allowing for geographic, income level, or interest-based segmentation.
2. Offer and Framework:
   • The campaign offered unlimited access for $1 a month, billed annually.
   • While effective, the hosts suggest removing the $1 aspect to avoid devaluing the publication. A flat annual rate might enhance perceived value and renewal rates.
3. Reader Engagement Flow:
   • The campaign's structure included a clear pitch with subscribe buttons, content samples, and an option for free registration.
   • This flow nurtures readers from initial curiosity to paid subscription or at least email capture for future marketing efforts.
4. Campaign Costs and Results:
   • The three-month campaign cost approximately $3,000, resulting in about 100 paid subscribers.
   • Notably, 47% of trial readers converted to full-paying subscribers after the first year, demonstrating a successful return on investment.
5. Additional Benefits of Free Registration:
   • Besides paid subscriptions, the campaign significantly grew the magazine's email list, doubling it in two years.
   • Free registrations also attract more engaged readers, providing opportunities for monetization through newsletter advertising.
6. Future Strategies and Recommendations:
   • The hosts emphasize the importance of crafting an irresistible offer to cover Facebook ad costs and ensure conversion.
   • They also highlight the potential in sponsorship and advertising revenue from growing email lists.

Conclusion:

The discussion on the Paywall Podcast Episode 52 provides valuable insights into using Facebook ads for subscription growth. By strategically targeting the right audience and crafting compelling offers, publications can effectively use Facebook ads to increase both subscriptions and engagement. The success of Small Boats Magazine serves as a testament to this approach, offering a replicable model for other publishers.

https://leakypaywall.com/

1. Hide ads from your subscribers
Ad Dropper

2. Have a donation level
Name Your Price

3. Open up classified posting to Leaky Paywall subscribers
lp shortcode help doc

4. Sell one off acccess to content via Pay Per Post
Pay Per Post

5. Gift Subscriptions should be 20% of your subscriptions
Gift Subscriptions

6. Reduce your subscription offerings to one
Give users less options to elimate choice overload and make it easy

7. Group Subscriptions to a business, school, library, or organization
Group Subscriptions
IP Access
Corporate Subscriptions

8. Sell sponsorships to photo galleries
Add watermark of sponsor to the photo

9. Get realtors to sponsor your local news site with a coupon code
LP Coupons

10. Get a sponsor for a free level registration
- on subscribe card, in welcome email, on site messaging
Ad Dropper
Conditional Display Notices

11. Block incognito browsing
IP blocker
- needs update for bots

12. Private podcasts
Multiple Welcome Emails plugin
Put audio behind lp shortcode in a post

13. Sell Premium Archive Access with a timewall
Timewall

14. Upsell products on the registration page

15. Sell a family plan
Group accounts
Coupon 

In this episode of the Paywall Podcast, sponsored by LeakyPaywall,  Pete and Tyler provide an in-depth analysis of successful paywall strategies for news and magazine publishers. Highlighting examples like the Civil War Monitor and Salem Reporter, they stress the critical importance of simplifying subscription landing pages to enhance user experience and increase conversions. 

Key insights include minimizing decision points, focusing on annual subscriptions, leveraging FAQs and testimonials, and employing two-button upsell techniques. 

The episode also underscores the role of newsletters in driving subscriptions and the necessity of a clean, focused checkout process to reduce user distraction and boost sign-ups.

Paywall Project
Get the FREE Subscription Accelerator™ guide

A repost of the third WordPress Publisher Sessions recording. Learn how to grow community and revenue with newsletters.

https://www.youtube.com/watch?v=cc1C-uFDKrw

In this episode of the Paywall Podcast, Pete and Tyler discuss a publisher's transition from relying solely on YouTube ad revenue to implementing reader revenue subscriptions on their website, intellamusica.com. The publisher, a musician and music instructor, noticed a decline in ad revenue on YouTube and sought to capture more revenue by offering paid subscriptions for access to premium content on their website. The podcast explores the publisher's journey, including initial experiments with pay-per-post options and the eventual transition to a subscription-only model for premium content.

Key points discussed include the importance of controlling revenue streams independent of platform algorithms, leveraging website traffic to grow email lists through free registrations, and using targeted messaging to encourage conversions to paid subscriptions. The podcast also suggests strategies for nurturing free registered readers to become paid subscribers, such as offering a taste of premium content with registration.

Overall, the podcast highlights the publisher's experimentation with different revenue models and the importance of adapting strategies to optimize subscription growth and revenue generation.

Pete and Tyler discuss the importance of owning your subscriber data. 

Insights for tracking and analyzing audience engagement.

Sponsored issues with IssueM.

Should you raise prices for your existing subscribers?

Coming Soon: Leaky Paywall 5.0!

Custom News Feed

This episode of the Paywall Podcast features a conversation about web accessibility with Bet Hannon, CEO and founder of AccessiCart. 

The discussion focuses on the definition of web accessibility, its importance, the legal implications, and the financial incentives. The conversation also covers practical steps for improving accessibility, including low-hanging fruit and more complex considerations. It also touches on upcoming EU legislation and the evolving approach to accessibility compliance in the US. What is more, an emphasizes about the benefits of accessibility beyond legal requirements, providing insights into SEO improvement, user experience enhancements, and brand building.