Paywalls Boost Ad Rates for Some Magazines and Newspapers, OPA Study Finds
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Online paywalls are helping some newspaper and magazine websites increase the ad rates they charge, according to a new report from the Online Publishers Association.
It’s a hopeful sign for publishers that have hesitated to erect paywalls, despite the potential to generate new revenue from readers, for fear of hurting traffic and ad revenue in turn.
“This report demystified the concept that subscription models would have a negative impact on the ad growth,” said Pam Horan, president of the OPA, whose report examined nine of its members that use some form of paywall, including Time Inc., The New York Times and The Financial Times. “We saw consistently that our members were having a very successful advertising business while growing their subscription business.”
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