DoubleRecall Offers Twist on Paywalls

Though here at Subscription Site Central, we mostly concentrate on using paywalls to convert free users to paid content subscribers, there are other options

Though here at Subscription Site Central, we mostly concentrate on using paywalls to convert free users to paid content subscribers, there are other options for paywalls — advertising and brand recognition.Gigaom* this week reported on new service DoubleRecall which inserts paywalls in apps and websites and allows access to protected content to users who reads messages from sponsors and type in a few highlighted words to gain access.This isn’t a totally new idea as there have been sites that have allowed sponsors to buy access for readers in a sponsored manner. But this is an interesting new take on it. DoubleRecall really appeals to brands that are serious about brand recognition (typing in the key phrase helps recognize and remember the brand.) It will really only work best for sites that have heavy traffic already and work on an advertising Model.* Note: We strongly disagree with opening sentence of Gigaom’s blog post: “Paywalls are often dead ends for publications and consumers.” Bad paywalls which aren’t optimized or tested might not work well but certainly paywalls overall are a growing, viable publishing option.

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