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  • 1. #paywalls12Wifi : AV Team or AV Team 2
  • 2. Who we areFounded in 1950 ‘to publish details of every eventand item of news that is bang up-to-the-minute’
  • 3. Digital is our fastest-growing business 1.1m users viewing 20m pages every month Global audience – less than 40% from UK 20,000 people online right now
  • 4. Our paywall has saved usBefore it, our business model looked like this…
  • 5. Our paywall has saved usBefore it, our business model looked like this… We have operated a freemium model since 2006 Subscriber volumes have grown by 5-15% every year
  • 6. What people will pay for Deeper layers of content…  Features  Comment  Analysis  Images  Stats
  • 7. What people will pay for Deeper layers of content…  Features  Comment  Analysis  Images  Stats  No ads
  • 8. Who are our they?Engaged Less than 1% of audience but 11+% of our trafficLoyal Over a third have subscribed for six years or moreGlobal The majority are from outside the UK‘I want everything’ 15% have upgraded to a digital edition sub
  • 9. Price is not necessarily a barrier Most subscribe for £5.50 each month Micropayment option – but it hasn’t taken off yet Magazine subscribers get in free
  • 10. What’s most important to themContent ‘Stuff which is not available anywhere else’Environment ‘Miles better than any of the free offerings I’ve found’Club membership ‘Service has been first class’You can’t win ’em all ‘It will be a cold, dark day in hell before I subscribe’
  • 11. How paid content has changed our businessStructure Two editorial teams have become oneSkills Fewer journalists, more digirati – constantly evolvingPartnerships We can’t do it alone How paid content has changed our business  Structure Two editorial teams have become one  Skills Fewer journalists, more digirati  Partnerships Because we can’t do it alone  Pressure We are running to catch up in every area
  • 12. What have we learned? It doesn’t have to be complicated but it does have to be good
  • 13. What have we learned? It doesn’t have to be complicated but it does have to be good Do not be afraid to make changes: this is a moving target
  • 14. What have we learned? It doesn’t have to be complicated but it does have to be good Do not be afraid to make changes: this is a moving target Analytics and testing are everything: 1p can make a huge difference
  • 15. What’s next Over 10% of users view more than 50 pages a monthstop here It doesn’t  subscribes, there 50+ pages a month As less than 1% of our audience currently 10% of users viewis huge potential for growth if we get our  Less than 1% currently subscribe offer right… The future  Over 10% of users view more than 50 pages a month  As less than 1% of our audience currently subscribes, there is huge potential for growth if we get our offer right…  New editorial structure – primarily to drive paid content  Revised paid content user journey  Metered access to free content
  • 16. What’s next Over 10% of users view more than 50 pages a monthstop here It doesn’t  subscribes, there 50+ pages a month As less than 1% of our audience currently 10% of users viewis huge potential for growth if we get our  Less than 1% currently subscribe offer right…  Metered access launches next month  The (latest) acid test for our business The future  Over 10% of users view more than 50 pages a month  As less than 1% of our audience currently subscribes, there is huge potential for growth if we get our offer right…  New editorial structure – primarily to drive paid content  Revised paid content user journey  Metered access to free content