Posted by: Matt Shanahan Increasingly, Scout Analytics is performing paywall analysis for publishers – specifically paywall opportunity analysis. The trick pursuing a paywall (audience-based revenue) strategy is to find a unique value proposition (see previous post), a monetization opportunity. Unique value propositions allow publishers to create revenue streams beyond advertising, but rarely does one value proposition apply to the audience as a whole. Consequently, a paywall strategy also relies on packaging that value proposition and targeting the right segment. Paywall opportunity analysis is critical as it helps the publisher move away from debates on philosophical merits to actual identification of value positions and targets using the existing data from their audience. At a high level, the analysis has 4 simple […]
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