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Less is more, and discounts work: A new study looks at the minutiae of paywall strategy

Nieman Journalism Lab · Sophie Culpepper · last updated
On its surface, the definition of a paywall is straightforward: A digital popup that blocks you from reading the story you clicked on unless you pay up.
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The traditional journalism business model has long since collapsed, and news organizations have shrunk or disappeared entirely. While a number of promising experiments are under way, the public has not shown a willingness to buy what news organizations are selling.

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