Julie Murtha, director of audience and innovation at Canada’s Toronto Star, explains why the newspaper decided to remove its paywall late last year. Despite early success, adoption rates plateaued about 90 days in, and the paywall ended up being expensive because of the newspaper’s efforts to encourage digital subscriptions. Murtha says: “When we investigated our opportunities long term, we found we were better off to open up the website again and also now investing heavily in mobile and tablet applications.”
The post Why the Toronto Star did away with its paywall: It was expensive and had a high churn rate appeared first on American Press Institute.
from American Press Institute http://ift.tt/1RuOpUo
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