Why the uptick in paywalls is a problem for PR pros
As publications look to grow their revenue, PR pros must adjust to the changing media landscape. Here’s why you shouldn’t shrug off increasingly gated content.
Public relations pros face constant challenges.
Keeping up with the evolution of PR, as new technology and tools come onto the scene. Staying on top of crisis communications, in a time when social media can spread negative news like wildfire. Dealing with the fact that there are now at least four PR pros for every journalist.
Now, they have a new challenge: Paywalls.
As publications continue to struggle and look for ways to bring in more revenue, an increasing number are erecting digital barriers to gate content. While this has always been the case with some publications, we see it happening now with everything from local business journals to The Wall Street Journal.
In recent months, we’ve seen the Chicago Sun-Times, Wired and Vanity Fair add paywalls. Bloomberg just added one. The Atlantic has reinstated its paywall 10 years after it made the decision to remove it.
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