Launching a paywall is easy. Pivoting a whole business from an advertising-centric mindset to one focused on reader revenue is not.
Despite 10 years of experimentation and increasing attention, the news industry still needs to develop some of the attitudes, technology and skills needed to sustain exceptional membership and subscription programs.
To succeed with reader revenue, news publishers need to better understand readers and all aspects of the subscription business — data, insights, marketing, loyalty, conversion and retention. That will require fundamental changes in our organizations.