BusinessInsider: Smart Paywall Gives Non-subscribers More Access to Articles

 BusinessInsider has a way of positioning and packaging content to attract lots of eyeballs. However, the problem was that more and more of that was behind a paywall. To gain access we'd have to pony up about 10 bucks a month. How many media subscriptions can we take on?

But, recently there has been a change in policy. Digiday reports on what BusinessInsider calls the "Smart Paywall." It's based on AI to determine what content will be outside the paywall. Previously that had been a decision made by human editors. 

The decision-making process essentially is based on revenue. Digiday explains:

"Total revenue and, by extension, the lifetime value of readers were the metrics ... to determine whether or not the smart paywall worked. Total revenue included both short-term advertising revenue and long-term subscription revenue, which, combined, needed to equal more than the total revenue that the old paywall strategy generated to be considered successful."

Right now plenty of content is free. So, click on.

Thrown off your game, maybe the first time since you started working? You made all the right moves and then the world moved in another direction.

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