The future of journalism behind a paywall could change in the future. Many companies have shifted their attention from metered paywalls to dynamic models that provide free content but also offer premium content at a price, the biggest company using this system is ESPN. The reason for this shift is to help build loyalty. “A subscription is an act of loyalty, and readers need some way of developing that loyalty and affinity for a publication before they’re likely to pay” (SCHWARTZ). By providing free content publishers help build a relationship with the consumer which can turn into a paid subscriber down the road.
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