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06:42 16th December 2010
News providers can successfully incorporate paywalls into their online business model through targeted advertising based on user information, according to the head of product management at FT.com, MB Christie.
"Our advertising revenues have far from suffered - they've grown with the introduction of our subscription model," she said.
"We know our users. We collect demographic data from our three million registered users, and with that we can target our advertising better. Users get a better experience because they get more targeted advertising, and advertisers pay a premium for that, so for us it's been very successful," Ms Christie added.
The expert went on to say that content providers should experiment with different payment schemes, and that at the end of the day quality content produced by professional journalists must be worth investing some money in.
She was speaking at the Westminster Media Forum Keynote Seminar: Payment for content 2011 - paywalls and new structures for digital business, which took place at the Royal Aeronautical Society in London earlier this month.
Posted by Rachel Hughes
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