Smarter Paywall 2018 - For local content (Round 4)

France Project type: large Le Parisien (Groupe Les Echos, LVMH)


The Smarter Paywall 2018 project looks to lift content discovery of local articles by local users and apply differentiated paywall management for certain categories of users.

The solution

As a local publisher with a large proportion of local content, but also publishing significant stories of national reach, Groupes Les Echoes is looking to better align its paywall with its subscription incentives (local content) without crossing the line into a freemium approach, and without harming its reach in mass-appeal articles that have direct competition. This project will attempt to lift consumption of local content – through personalised content discovery – and apply a more carefully considered metering strategy that aims at discerning ‘convertable’ scenarios from less valuable ones.