I am no less tired of paywall arguments than I was when I sort of swore off them for a while in December. But I agreed to be on a paywall panel tomorrow at the International Journalism Festival in Perugia, Italy. So maybe it’s time to update my observations about paywalls.
My basic view about paywalls hasn’t changed since I wrote any of the pieces I cite at the end of this post. All those pieces and this one come down to this: The potential revenue paywalls will yield isn’t worth the damage they cause. And they cause twofold damage:
- They divert energy and investment from development of forward-looking revenue streams with far greater potential.
- They limit your audience, especially among the young adults on which any business of the future must be based.
My update is simply to share some new information that underscores (again) those points. But I’ll add this point in the international context: I don’t pretend to understand the market dynamics or cultural factors that might influence the success of paywalls in other nations. My views apply strongly to the U.S. market and culture and to a large extent as well to the Canadian market and culture. My experience and expertise beyond those countries is minimal.