Paywalls Could Offer ‘Targeted Advertising Opportunities’

by Stephen Logan on 14th January 2010

If news providers decide to employ a paywall in front of all their content, then marketers may be offered an enhanced opportunity to engage with consumers, an industry commentator has asserted.

Editor-in-chief of Econsultancy Chris Lake claimed that advertisers and providers of professional SEO services may be thankful for the chance to ensure a more "targeted" marketing opportunity.

He noted that paywalls might "refocus" the goal of promotions towards provoking a response and engagement with online users.

Mr Lake stated: "Paywalls will ensure that a news site is read by an engaged audience and publishers will know a lot more about their demographics if you need a user account to sign in."

In his view, being able to offer a targeted audience will allow firms to command a premium rate for adverts.

These comments follow a statement from chief executive of the FT Group John Ridding, who called for other news providers to follow the Financial Times’ example and start charging for content.