Get to know your audience  For many publishers, the debate over
digital content paywalls is focused on one key question: Will
the gain in subscription revenue offset the loss in advertising
revenue? It’s an important question, but it implies (rather
incorrectly) that paywalls and ads are mutually exclusive.  In
truth, a paywall can actually enhance the value of a publisher’s
ad inventory because it encourages the collection of accurate
audience data. Given the recent shift to audience selling in the
digital ad market, such user data is the gold dust that can
transform commoditised impressions into something significantly
more valuable. Read more on Get to know your audience…  Media
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