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As a blogger I am interested to monitor what is happening in the online media space, especially when it comes to the business models. As advertisement revenues continue to decline for the brands like Yahoo or New York Times, it is a question of which online media will be successful in introducing an alternative revenue stream – and that alternative is a paywall.
Piano Media, backed by 3TS Capital Partners has been known to us since 2011, and has done a significant progress as a SaaS paywall technology company. In addition to a shared paywall, introduced by Piano Media in Slovakia, Slovenia and subsequently in other European countries, the company also offers a paywall solution for individual publishers which is called Solo.
Piano has just issued a report about its internal study. Over three months after the adoption of a metered paywall in May 2013 the startup monitored the revenue generated by its media partners.
The results showed that compared to the freemium models, where some users pay full subscription whilst others go for free content, metered paywall, where users are paying based on the number of articles read – is more attractive, as it increased revenue by 103 percent for the participating online media. 70 percent of subscribers went for an opt-out trial for ,01 Euro instead of the subscription price of 3,9 Euro and 67 percent of those users were retained, the new monthly subscriber inflow has increased by nearly 80 percent.
In the meantime, in England The Telegraph introduced the metered paywall in April, but the Guardian still resists the model. Perhaps Piano’s finding will change that.
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vita at goaleurope dot com