{ "media_type": "text", "post_content": "PAY WALLS: What percentage of prospective clients/talent actually pay to read ad trades? Especially small ones like Campaign. What incentive do agencies have to give stories if no one can read them?", "post_id": "5dbc80299e20be001ca63cc5", "reply_count": 11, "vote_count": 4, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising", "feed_type": "crowd" }

PAY WALLS: What percentage of prospective clients/talent actually pay to read ad trades? Especially small ones like Campaign. What incentive do agencies have to give stories if no one can read them?

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The “articles” are just ads for ads or ad companies. Make it free. After all they should be happy that anyone cares to read this stuff.

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There are many other ways they could subsidize this content and still put food on the table. It would just take some creativity, ironically.

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I’d say the same thing for the advertising industry at-large. Don’t think you’d want to put out ads for free, right? The work is different, but both are work. Both are struggling to do what they do, and get paid enough for working around the clock. Some of the trades are, and will be, changing up their models in ways that puts even more pressure on comms teams to break through the 750+ daily emails those trade reporters to cover for content you discredit. Good to know that it’s all (mostly) a waste to you.

I didn’t say it was a waste at all. Nor was there a lack of respect for the very talented writers whose deserving content is hidden behind the paywalls. My question was not about that at all. And more about the drop off that happens laced with curiosity about whether there’s a better way.

I’ve always wondered about the drop off too, OP. I think it’s an editorial/user experience fail to be too heavy handed with paywalls. Better to woo subscribers by maintaining a lite version for freeloaders/casual readers that’s satisfying enough to make you want to pay for the full experience. All-or-nothing paywalls that cut you off after the first sentence feel antiquated and lazy to me. There’s also a bit of hubris involved (sorry Adweek but you’re no NYT). But I’m only coming at it from the reader’s perspective and I’m sure efficacy of this approach would vary depending on the site, audience/demographic behavior, income, etc.

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I’m down to share my subscriptions/access if you have something to trade!

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