The Times’ approach is to create a relatively high price point — $15 to $35 a month, depending on the package — for those willing to pay. For those who are very casual fly-by readers — those who read fewer than 20 articles a month — the site remains free, and the Times makes money from advertising. And for those in the middle — readers who lack the brand loyalty to want to pay, but nonetheless like to see Times stories pop up in their Twitter feed — the social media “leak” in the paywall will keep letting them in for ads.
That kind of nuance makes for a much more precise instrument than a blunt-force paywall. But it also puts the onus on you to get all that nuance right. Get it wrong and you risk angering readers — or letting would-be paying customers in for free.
Read the full piece at niemanlab.org