Dynamic Paywalls 101
Welcome to a new edition of Mather’s EU digest!
We know that paywalls are a key driver of success for publishers, but finding the right strategy to maximize revenue can be challenging. That's why, in today's edition, we’re excited to share an insightful piece that dives into the power of dynamic paywalls and the importance of an audience-first approach.
This must-read article is co-authored by Madeleine White, Editor-in-Chief at The Audiencers and VP of Marketing at Poool, alongside Ariel Burkett, Mather's very own paywall expert and VP of Global Sales and Marketing, offering their combined expertise to help you refine your strategy and grow your subscriptions.
In other exciting news, Ignaz van Hasselt has recently stepped into the role of Director of Europe, and will be leading the continued growth of Mather’s European division. In the past, Ignaz made significant strides at De Telegraaf and Mediahuis Nederland, where he was instrumental in enhancing digital capabilities and strategic development. Feel free to reach out to him to explore how we can support your business in the evolving media landscape.
Happy reading!
Dynamic Paywalls 101: Boost Performance with an Audience-First Approach
Dynamic paywalls have come a long way—from early versions leveraging simple rules-based triggers to advanced AI-powered decision engines. But one thing remains constant: the importance of putting the audience first. Whether optimizing the initial paywall decision (no-wall, regwall, or paywall) for total revenue, or personalizing the experience and messaging based on a user’s profile, audience-first strategies drive results.
So how do you make your paywall audience-first?
Given that every visitor to a publisher's website is unique, the foundation of any dynamic paywall strategy lies in robust audience segmentation. This approach enables tailored paywall messaging, subscription offers, and engagement journeys to optimize conversion rates across your readership.
You can segment your audience based on a variety of factors, such as:
In this example, The Kyiv Independent displays a donation banner specifically targeted at U.S. readers, encouraging them to support independent journalism.
Keep reading to learn about paywall levers that can be tailored to your reader, and two essential tips for a successful launch.
Media Must-Reads
Upcoming Events
Let’s meet in Helsinki!
Our team will be in Helsinki this month for INMA’s Media Innovation Week. If you’re attending, we’d love to connect—feel free to reach out and set up a time to meet!
Get in touch with Matt Lindsay, Ariel Burkett or Ignaz van Hasselt.
London, you’re next!
We're excited to announce that Mather will be presenting at Press Gazette's Future of Media Trends event on October 17th.
Don’t miss the chance to join our team members as they lead a thought-provoking discussion on proven tactics for total revenue optimization.
They'll also be meeting with UK publishers to help shape their 2025 strategies for accelerated revenue and growth. Interested in learning more?
Contact Ariel Burkett at aburkett@mathereconomics.com to explore how Mather can help you enter 2025 with confidence.
Thank you for reading our September edition of Mather’s EU Digest. We hope that our insights have provided valuable takeaways to help you elevate your paywall strategies.
Our goal is to offer content that not only informs but also sparks new ideas and brings value to your organization. We’re always eager to hear your thoughts, so feel free to share any feedback or topics you’d like us to explore in future editions.
See you next time!
-The Mather Team