How The 'NY Times' Should've Justified Its Paywall

Newspapers can learn from the New York Times' mistakes in justifying its paywall to potential paying customers, according to a study just published in a psychology journal.“When [research] participants were provided with a compelling justification for the paywall — that The New York Times was likely to go bankrupt without it — their support and willingness to pay increased,” say the professors who masterminded the survey of of almost 1,000 Times readers before the wall was launched, and 400 after, writes Jim Romenesko.

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