1. #paywalls12
Wifi : AV Team or AV Team 2

3. Who we are
Founded in 1950 ‘to publish details of every event
and item of news that is bang up-to-the-minute’

4. 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

5. Our paywall has saved us
Before it, our business model looked like this…

6. Our paywall has saved us
Before it, our business model looked like this…
 We have operated a freemium model since 2006
 Subscriber volumes have grown by 5-15% every year

10. What people will pay for
Deeper layers of content…
 Features
 Comment
 Analysis
 Images
 Stats

11. What people will pay for
Deeper layers of content…
 Features
 Comment
 Analysis
 Images
 Stats
 No ads

12. Who are our they?
Engaged Less than 1% of audience but 11+% of our traffic
Loyal Over a third have subscribed for six years or more
Global The majority are from outside the UK
‘I want everything’ 15% have upgraded to a digital edition sub

13. 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

14. What’s most important to them
Content ‘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’

15. How paid content has changed our business
Structure Two editorial teams have become one
Skills Fewer journalists, more digirati – constantly evolving
Partnerships 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

16. What have we learned?
 It doesn’t have to be complicated but it does have to be good

17. 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

18. 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

19. 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

20. 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