The Wall Street Journal: The WSJ Propensity-led Dynamic Paywall Model

The Wall Street Journal (WSJ), a daily newspaper, personalised the otherwise uniform paywall to deliver the right message to the right user and increase subscriptions in the US.

Agency: The Wall Street Journal – "In House"

Objectives

The WSJ journey of rebuilding the world's original paywall-transitioning from a content-led paywall model to a customer-led-has been a two-year development. We wanted to create a paywall that met three key objectives: 1. The capacity to deal with 15-20 million prospective members per week. 2. An experience that is dynamic and could flex, depending on a user's likelihood to subscribe-moving away from giving everyone the same experience.The first iteration in year one was focused on putting in place the capability to open and close the paywall based on advertising...

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