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

Facebook discloses error on instant articles

comScore finds that iPhone traffic went under-reported for approximately two months

Yahoo faces possible Canadian class action suit

$50-million filing made Friday over compromised user info

The List: Maxus Canada makes a winning change

How a new structure helped propel the media agency to 18% growth in 2016

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Amazon brings its video streaming service to Canada

Prime members get access to 'Transparent', 'The Grand Tour' and more

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

The case for companies staying off social media

It takes real commitment and, for many, it's just not worth the trouble

KitchenAid’s gingerbread social spectacle

A social media strategy for the holiday season pops up in Toronto