Case Study Lessons: How NOT to Lower a Paywall During Breaking News
Last April, English-language newspaper The Kyiv Post launched a partial paywall. But then in November, the country saw massive political protests, leading The Kyiv Post to lower its paywall completely. Now, I highly recommend that subscription sites lower their paywall when necessary or advantageous — that can be in response to breaking news, or as a marketing promotion timed to an event. But this is a strategy that requires forethought and standard operating protocol, even in the…
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