The Value of Subscription-Based Media Coverage

It’s no surprise that today’s media outlets constantly struggle for revenue. Advertisements alone won’t pay the bills, compelling outlets to explore revenue-generating alternatives such as events, merchandising, and, in a more recent trend, implementing subscription-based access.

The introduction of the media paywall emerged as a “thing” more than a decade ago when The Wall Street Journal announced their subscription paywall, which met fierce backlash. WSJ represented the exception to the rule only until the last decade, as most major publications now have a content paywall, including The New York Times, Bloomberg, Financial Times, and The Atlantic.

Every outlet implements its paywall differently – they may allow a fixed number of “free” monthly articles, but once you reach that cap you must subscribe to read more. This has become an extremely popular revenue-generating device for local news publications and media aimed at specific demographics, as these entities count on dedicated readers to open their wallets for niche content.  

Others enforce a paywall from the get-go – you cannot access much content without a paid subscription. New York Magazine and Quartz are two examples of this method, allowing new visitors a brief glimpse of content before redirecting to various pay-per-view options. 

From a PR perspective, that raises a critical question: Is there value in a media placement behind a paywall? The short answer is, yes.

The reasons are two-fold. First, PR isn’t solely about size – it’s  also about quality. Subscription-based outlets tend to have higher quality audiences, both in terms of a specific industry or management level and engagement. Insider, which recently implemented its own paywall, has seen sustained readership numbers for its content since implementing its paywall. 

Second, paywalled outlets are often the most well respected or widely read within the media community, meaning they impact far more than simple audience engagement. These placements could potentially inspire coverage from other outlets, exponentially expanding reach to new audiences.

In short, do not write off a media placement simply because it is behind a paywall. Instead, consider the outlet’s broad appeal, industry reputation, and sustained success in paid subscription to determine if stepping behind the paywall can benefit your campaign’s success.