In an ideal world, all readers would be paying subscribers and business would be booming. But the reality is that some audiences are not willing to pay for content yet, so news organisations have to give them a good reason to reach for their credit cards.
She explains that it can help to offer audiences a sneak peek into what they would be buying into, just as a US local business news site does by giving subscribers early access to content as the driving force of its paywall.
"It’s a difficult balance to create, how to give readers enough content to convince them to subscribe without giving too much away? Some publishers are playing with time to draw this line," she writes.