Paywall in Progress: BDlive and the metered subscription model

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The document discusses the launch and growth of the paywall for BDlive from September 2012 to September 2013, with readership growing from 214,328 to 778,434 over that period. It also reflects on lessons learned from implementing the paywall, such as that paywalls are not a silver bullet, it is important to keep things simple, know your audience, partner with experts, and focus on the user experience.

Marketing

ReadersReaders
Launch of BDlive
Introduction of paywall
Sept 2012:
214,328* *
Dec 2012:
481,657
Mar 2013:
572,681
June 2013:
688,479
Sept 2013:
778,434
*Audience figures redacted in this version due to
sensitive nature of the information

What we know so far…What we know so far…
Price
Price
Price

What we know so far…What we know so far…
To
bundle or
not to
bundle

What we know so far…What we know so far…
More and
more
mobile

What we know so far…What we know so far…
The user
experience

What have we learnt?What have we learnt?
Paywalls are not a silver bullet

What have we learnt?What have we learnt?
Keep it simple

What have we learnt?What have we learnt?
Know your audience, own your audience

What have we learnt?What have we learnt?
Partner with experts

What have we learnt?What have we learnt?
Perfect the user experience

What have we learnt?What have we learnt?
Integrate your systems

What have we learnt?What have we learnt?
Let them know you’re there

What have we learnt?What have we learnt?
How much is enough?

Thanks!Thanks!
www.bdlive.co.za
Steve Matthewson
Managing Editor: News
@stevematthewson
matthewsons@bdlive.co.za

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Paywall in Progress: BDlive and the metered subscription model

1. A paywall inA paywall in progressprogress

3. ReadersReaders Launch of BDlive Introduction of paywall Sept 2012: 214,328* * Dec 2012: 481,657 Mar 2013: 572,681 June 2013: 688,479 Sept 2013: 778,434 *Audience figures redacted in this version due to sensitive nature of the information

5. What we know so far…What we know so far… Price Price Price

6. What we know so far…What we know so far… To bundle or not to bundle

7. What we know so far…What we know so far… More and more mobile

8. What we know so far…What we know so far… The user experience

9. What have we learnt?What have we learnt? Paywalls are not a silver bullet

10. What have we learnt?What have we learnt? Keep it simple

11. What have we learnt?What have we learnt? Know your audience, own your audience

12. What have we learnt?What have we learnt? Partner with experts

13. What have we learnt?What have we learnt? Perfect the user experience

14. What have we learnt?What have we learnt? Integrate your systems

15. What have we learnt?What have we learnt? Let them know you’re there

16. What have we learnt?What have we learnt? How much is enough?

17. Thanks!Thanks! www.bdlive.co.za Steve Matthewson Managing Editor: News @stevematthewson matthewsons@bdlive.co.za

Paywall in Progress: BDlive and the metered subscription model

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