Dropping the paywall
With this kernel of information, we knew if we gave our new target a peek at the FT’s outstanding, in-depth content, they’d want more. Thus creating a dotted line between discovery and subscriptions. So, we worked with the FT to develop a phased campaign to promote a 24-hour paywall freeze. The freeze would allow access to content that is usually housed behind a pay-per-access or subscription model, for free.
This was a first. No digital paid-subscription publication had ever removed their paywall for marketing purposes.