August 12th

Tear down the paywall and build a pay maze

In an interview with NiemanLab, the CEO of paywall tech company Tinypass gave some insight into how digital paywalls are being re-engineered to resemble something more like pay mazes, directing potential subscribers down different payment paths depending on all sorts of metrics.

Now, I think, publishers are getting more sophisticated. They have lots of different levels of engagement and commitment, and their job is to maximize value at every stage of the funnel and figure out how to move users through.

Sounds like a more sophisticated, digital version of the direct-mail targeting that’s long been used by print publications.