How Do You Sell Content to an Audience That Controls the Narrative?
For the past few years, the industry has been working through a regular cycle of taglines and keywords: ‘metered models,’ ‘memberships,’ ‘registration paywalls,’ dynamic paywalls,’ and so on. These have led publishers to leverage a mixture of advertising, paywalls, and subscriptions to generate revenue. The keyword cycle is primed to shift again, and I predict that the industry will now turn to embrace user engagement. And by that, I mean the practice of increasingly giving users what they want, the way they want it, in order to convert readers to paying customers.