PostUp To Release Dynamic Paywall Solution For Publishers

PostUp will unveil a new solution to help publishers boost subscription revenues next week. The email service provider will launch Dynamic Content Wall, a marketing product that allows publishers to personalize pay and registration walls for each individual reader. It’s an extension of the company’s Audience Development Solution, an email marketing suite for publishing companies. PostUp, which helps the media industry increase its email subscribers and readership, works with such publishers as Disney, NBC, and The Onion. Keith Sibson, the company’s VP product and marketing, described how publishing companies can personalize their business model with Dynamic Content Wall in a conversation with Email Marketing Daily. There are two types of cost structures in the publishing industry, and news companies generally either make money from advertising or via a subscription cost. Sibson believes the latter paywall solution is the direction in which publishers need to go, as a programmatic business model does not support companies with high product costs for content. advertisement advertisement “Consumers will pay for quality content,” says Sibson. PostUp’s Dynamic Content Wall takes a hybrid approach to a traditional paywall solution and can be personalized for each individual reader, versus a one-size-fits-all solution. “The fear of paywalls is…


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