includes<\/em> the paywall visitors).<\/p>\nThat means the number of visitors to The Times<\/em> websites nearly dropped in half after the paywall was put in place.\u00a0 Furthermore, after the paywall was put in place, just 20% of visitors accessed the information behind that paywall.<\/p>\nThe Times<\/em> actually views these results positively saying that the paywall customers are statistically more affluent, more targeted, and more engaged (3rd quarter results showed a 42% increase in page views per person –17– compared to 2nd quarter results — 12).\u00a0 For The Times<\/em> the paywall audience can drive a premium rate from advertisers who want to connect with those consumers.\u00a0 Top it off with a subscription fee that many of those paywall customers are paying, and The Times<\/em> is optimistic about how charging consumers a fee to access some or all of a site’s content will affect their business in the long-term.<\/p>\nWhere do you stand on the free content vs. paid subscription content debate?\u00a0 Branded content is a bit different since it’s usually a marketing tool, but what about premium branded content?\u00a0 Where do you think that fits in?\u00a0 Leave a comment and share your thoughts.<\/p>\n","protected":false},"excerpt":{"rendered":"
The publishing industry has been struggling to figure out how to stay afloat since print advertisers have migrated en masse over the past several years to the online space.\u00a0 Online advertising dollars are the source of the money needed to keep online publications running and throughout the past decade, most online publishers (including media giants) […]<\/p>\n","protected":false},"author":4,"featured_media":35725,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95,10],"tags":[100,6704,6705,520,6706],"class_list":{"0":"post-35723","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"category-ideas-and-trends","9":"tag-brand-strategy","10":"tag-branded-content","11":"tag-content-paywall","12":"tag-online-branding","13":"tag-premium-branded-content","14":"entry"},"yoast_head":"\n
Should Your Branded Content Have a Fee?<\/title>\n<meta name=\"description\" content=\"Learn what happened when The Times put up a paywall and made people pay to access some content that was previously offered online for free.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/should-your-branded-content-have-a-fee\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Should Your Branded Content Have a Fee?\" \/>\n<meta property=\"og:description\" content=\"Learn what happened when The Times put up a paywall and made people pay to access some content that was previously offered online for free.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/should-your-branded-content-have-a-fee\/\" \/>\n<meta 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The publishing industry has been struggling to figure out how to stay afloat since print advertisers have migrated en masse over the past several years to the online space.\u00a0 Online advertising dollars are the source of the money needed to keep online publications running and throughout the past decade, most online publishers (including media giants) have moved from paid subscription models where content is only offered behind a paywall to a freely available model in an attempt to boost page views and advertisers’ investments.<\/p>\n