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

Giving marketers the inside edge

SPONSORED: In-app video from Flurry and its marketplace now available to Yahoo advertisers

Yahoo Canada’s Year in Review

SPONSORED: Tapping in to what matters most to users

The search for social marketing’s J.D. Power

Aimia CMO John Boynton says social marketing needs metrics that look deeper

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

Toronto Star hires Rethink

Agency to focus on promoting the paper's print edition and tablet news products

Former Quebecor CEO to head St-Hubert restaurant chain

Robert Depatie starts new role in February

Why there needs to be a victor in the mobile wallet wars

Retail Futurist Doug Stephens says convenience will reach a tipping point