Finding a way to monetize your online content takes time. Alongside traditional advertising, publishers can opt for contemporary models, such as paywalls. Paywalls contribute to online publishers' success, but there's still a lot of controversy around it. Many ask: Is it worth it?
What a Paywall Is and How It Works
A paywall is one of the most popular methods to monetize your website or blog. It means, if you have a paywall on your online outlet, your audience can't access particular content without paying a one-off usage fee or a membership. Paywalls are usually designed to allow access to a limited portion of content before a pop-up appears and blocks access to the rest of it.
Four Types of Paywalls
If you are thinking about using a paywall for your website or a blog, there are four different types you can choose from:
The soft paywall
The hard paywall
Server-side paywalls
Browser-side paywalls
The Soft Paywall
Also called a Metered paywall, the Soft Paywall is the type that allows users to see a small portion of specific content before asking them to subscribe for full access. It's the best option for newspaper publishers because it ensures additional revenue without alienating the entire audience.
The Hard Paywall
In most cases, a hard paywall displays a title and introductory paragraphs of an article before asking readers to subscribe. It's a risky option because it may cause a loss of readership. However, it cultivates a dedicated audience.
Server-side Paywalls
Using this type of paywalls means the decision, what users can see, is made at the server stage. It all happens before anything is sent to a browser. A downside of it, search engines may miss your content because they only index the content visible in the browser.
Browser-side Paywalls
Unlike server-side paywalls, browser-side paywalls perform at a browser stage. The browser application determines whether a user will have access to certain content. Basically, the content is in the browser, but it is hidden.
Pros and Cons of Paywalls
Many publishers still rely on ads to generate revenue. According to a survey done by Deyan Darketing, most users never recognize ads in their search, which drives more traffic to particular websites. That's great for some businesses, but for newspaper publishers, paywalls are a better option if they want to ensure consistent revenue.
Benefits of Using Paywalls
- Paywalls shout: 'Exclusivity!' If you provide high-quality content, paywalls may be the ideal way to legitimize it. The content may be valuable to a particular readership; ergo is worth the price readers should pay to access it. A paywall is usually a sign that a publisher has content that's not available anywhere else.
- Paywalls may ensure consistent revenue. When readers pay a monthly or yearly membership fee, publishers know how much money they can expect for a certain period. However, that's not always the case if they rely on one-off payments.
- Paywalls or advertising, the question is now. Those who are not sure if they should choose paywalls usually opt for advertising. PPC (Pay-Per-Click) advertising models generally pay $0.50 US per click. It may seem attractive, but the click-through rate is usually around 0.1%. So, we go back to the number one pro on our list; paywalls may be the best option for a more stable revenue flow.
Downsides of Utilizing Paywalls
You must provide high-quality content. If you ask your readers to pay for something on your site because they will not find it anywhere else, you must ensure that's true. Otherwise, the audience will go.Paywalls may interrupt growth. Newspapers with a tradition may have great success using paywalls on their online publishing outlets. But if you are just starting to build your audience, paywalls may slow down your website's growth.
Paywalls can be hacked. It does not mean it is easy, but even an interest in doing it is something you should think about.
Is It Worth It?
Any option that can help you monetize your work is worth your attention. It all depends on what you want to achieve. Going through the pros and cons, as now with paywalls, can help you opt for the most suitable solution.
