Paywalls and Digital Subscriptions: More a Question of How than If

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Tuesday, 31st May 2011 by Simon Hilliard

It seems paywalls are becoming pretty darn common. Haymarket has now got in on the act, adding digital subscriptions to its marketing titles.

haymarket logos

From this summer, Marketing, Campaign, PRWeek, and Media Week will offer “a mix of free and paid-for content”. It’s not yet clear what content will be free and what will be paid for, Paid Content notes there will be three tiers of subscription:

  • “Premium Access, for full online access to all titles, plus a printed edition of one print magazine”
  • “Online Access, for full access to all digital resources and archived materials, including all Brand Republic Group titles”
  • “Print Access, an option to simply buy a subscription to a single print magazine”

It seems the question of whether readers are willing to pay for content online is steadily turning into how will readers pay. Granted this is only a handful of traditional print titles, but the fact they’re aimed squarely at an avid set of readers, PRs and marketing types, demonstrates Haymarket believes the collective readerships are strong enough to draw in a paying audience.

At least a large enough one to keep attracting advertisers and make a bit of cash inbetween subscriptions and ad sales.

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