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Title : A guru tells publishers how to make paywalls work
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A guru tells publishers how to make paywalls work

News organizations need to focus on creating value for users

Picard: Your content has to be exclusive and specialized.

Now that Google, Facebook, and other tech platforms have taken away most of their ad revenue, news publishers are realizing they need to get revenues from users to stay afloat.

Well, good luck with that. Most of the paywalls or freemium products they have created are doomed to disappointment.

Publishers will have trouble breaking their bad habits. They have been so busy delivering mass audiences to advertisers with increasingly frivolous or sensationalistic content, or delivering profits to investors by cutting key editorial staff, that they may not have the know-how or talent to produce content valuable enough that people will pay for it.

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