An ongoing relationship with a small audience is more valuable than a mass of fly-by readers that will never return. And in place of subscriptions, products that create loyalty are invaluable. Online subscriptions are still an option to create that ongoing relationship — but even the successful New York Times metered wall, backed by the most trusted brand in news, can only claim 3% of its 31 million unique monthly views as digital-only subscribers (another roughly 5% may be print subscribers viewing content online). The question then is: What about the other 92%? Why aren’t they ‘engaged’ — can we offer them something besides ‘subscribing’ to be engaged with? How can we ensure these aren’t fly-by eyeballs?