Why Retention is More Important Than Sales for Local Online Papers

Poynter posted a misleading headline this week, stating that “Half of first year’s paywall revenue comes in first three months.”The story was based on a study conducted by Our Hometown, a Web publishing company that specializes in small community news sites. And technically, it’s true: the case study shows how one news site got 49% of its first-year cumulative revenues within the first three months of launching a paywall. But the Poynter article doesn’t seem to…

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