Advertising revenue in traditional print media is on the wane and for on-line - hasn't got off the ground yet. So, many publishers are finding ways to generate extra revenue and for many of those their focus falls on the reader and a paid subscription model.
But it's not a question of either/or a paid/free model - different levels of engagement can provide a different type of audience that satisfies advertiser and publisher alike.
Consider the three-tier strategy that allows for a free, registered and paid customer.
Free provides the audience numbers that your advertisers seek and the database numbers that you need.
Registered readers show a commitment and, at the same time, providing the quality data you need to maintain a healthy database.
Paid readers provides a finely tuned core audience that both you and your advertisers can develop into addition revenue streams.
It's very difficult, time consuming and expensive to try and persuade your existing audience to move up any of these tiers with the existing products. More likely your success will benefit from introducing new views, products, reports, specials etc etc.
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