Toronto startup creates loyalty driven paywalls

A Toronto startup wants to change the way publishers use paywalls by adding elements of loyalty marketing to the paywall process. The company, SlimCut Media, has created a new product called “Smart Paywall” that gives consumers the chance to receive free content and exclusive offers by interacting with a publisher website. For example, a consumer […]

A Toronto startup wants to change the way publishers use paywalls by adding elements of loyalty marketing to the paywall process.

The company, SlimCut Media, has created a new product called “Smart Paywall” that gives consumers the chance to receive free content and exclusive offers by interacting with a publisher website. For example, a consumer may gain access to a story by watching a video advertisement or sharing an article on social media.

The Smart Paywall, which SlimCut Media will showcase on Sept. 26 during New York City’s Advertising Week, will also allow publishers to prompt consumers to either purchase a subscription or make a micro payment for a single article. By offering a multitude of ways to access content, the product aims to generate additional revenue without losing readers.

“Our platform allows occasional readers, who would not have subscribed, to continue to access the newspapers,” said SlimCut Media co-founder Damien Véran. “So the publisher is able to keep its audience while receiving incremental advertising revenue.”

He added that SlimCut Media studied Starbucks’ popular loyalty program when designing the paywall system, noting the coffee company’s program “enhances the user experience without interrupting it.”

“It is all about rewarding people for what they already do and with things they really care about. Starbucks rewards its clients with coffee. We want to reward engaged readers with content,” he said.

Founded in 2011, SlimCut Media previously created a loyalty program for video advertising that is currently being used by the National Post.

Media Articles

Shaw profit beats estimates, but revenue doesn’t

Despite solid earnings, Shaw reports a drop in cable and satellite TV subscribers

The YouTubers CMOs need to meet

Four made-in-Canada YouTube channels brands should become acquainted with

Bell and Rogers in disagreement over NHL GamePlus mobile app

Canada's biggest media companies face off over access to NHL content

Fashion Magazine launches awards show

Inaugural event caps off annual World MasterCard Fashion Week

TVB disputes IAB’s ad spend figures

Television marketing body says numbers unfairly include digital spend on traditional media including broadcast and print

Rogers partners with Netflix on original series

Between starts filming in Toronto this fall

Corus partners with publishing platform Flink

Popular radio show will stream on the digital storytelling platform

GroupM signs on to support new research tool

Multimedia survey collects information on when, where and how media is consumed

Jack Tomik leaving Rogers Media at the end of the month

Ad sales veteran Al Dark to replace Tomik