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Paywalls Versus Advertising? Why Not Both?

Paywalls Versus Advertising? Why Not Both?

Advertising and paywalls are typically viewed as a mutually exclusive proposition but they can successfully co-exist, according to participants at a roundtable at DPAC (Digital Publishing and Advertising Conference) this week.

"Why not dual models?" said Andrew Rutledge, vice president and general manager of publisher development at PubMatic. "Who's paying for digital content from more than two providers? The market can only support two or three players with a paywall. I don't think the paywall is THE solution, it's one of many."

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Anton Jolkovski


2011-06-15 08:43

Shaping the Future of the News Publishing

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