5 Things Publishers Should Do Before Erecting a Paywall

By D. Eadward Tree, Chief Arborist of Dead Tree Edition

This is the year, the pundits tell us, when digital publishing will pivot to paywalls. Good luck with that.

Getting people to pay for online content is already hard enough. With more publishers in the game, it will become even harder. How many digital subscriptions do you think people will pay for?

Tread carefully, or you may become like the newspaper Newsday, which spent $4 million redesigning its site to support a paywall and then in the first three months signed up only 35 subscribers. To avoid that kind of disaster, here are five paths to pursue before putting all your content behind a paywall:

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