Paywall Promos: How Far Should Newspapers Open The Door?
Posted: 4/3/2012 | By: Jeff Roberts | PaidContent
As newspapers lock content behind paywalls, marketers are opening that same content right back up again through campaigns that provide readers with temporary access for free. The idea seems a good one but newspapers are still experimenting with when and how to do it.
On Thursday, for instance, the Wall Street Journal launched a Jaguar-sponsored “Digital Open House” to provide free website and mobile access to the paper’s premium content. The 24-hour campaign, which gives prominent place to Jaguar ads, follows similar sponsorships last year by Sprint, Citi and Acura.