Vanity Fair is reportedly planning to introduce a paywall to its digital content.
According to “communication” obtained by Yahoo Finance, Vanity Fair editor-in-chief Graydon Carter wants the rollout by year's-end.
The decision comes amid a good year for the Condé Nast publication. Digital revenues are up 74% year-over-year, while the site had 14.3 million unique views in October, a 26.5% increase compared to the same month in 2015.
The New Yorker, another Condé Nast brand, had success implementing its metered paywall in 2014. By October 2015, its monthly unique visitors had nearly doubled from the year before.
Numerous publications have protected their digital content with metered paywalls, which allow readers to access a certain number of articles for free per month before they are asked to log in and pay for a subscription. The New York Times, Wall Street Journal and Washington Post utilize such a set up.
In December, President Donald Trump took to Twitter to declare Vanity Fair was “way down, big trouble, dead.” Just 24 hours after his claim, the magazine had gained 13,000 new subscribers, a 100-fold rise in average daily subscriptions.
That was the highest number of subscriptions sold in a single day at Condé Nast.
Vanity Fair went on to use Trump’s remarks as part of its marketing campaign. A banner ad on its Web site reads: "The 'way down, big trouble, dead' magazine Trump doesn't want you to read! Subscribe now!"
Separately, Jim Craemer and Alana Segars have been hired to serve as executive account director and director of brand marketing strategy, respectively, for Vanity Fair and W.
Chris Mitchell, chief business officer of Vanity Fair and W, stated: “Jim’s deep experience in creating custom, premium solutions across platforms and Alana’s creative expertise and strategic thinking will be great assets to our brand collection.”
They begin in their new roles April 24.