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

EBay plans to split off PayPal business in 2015

Online marketplace changes its mind about its payment service

Netflix, Google get pulled from the record at CRTC hearings

Commission won't play ball with "mere anecdotal information"

No need to force pick and pay TV on service providers: report

C.D. Howe Institute says that change is coming anyway

Behind the scenes of the Rogers/ Loblaw ‘Crave More’ campaign

See what's in-store for what may be Loblaw's biggest campaign ever

Corus Entertainment finds its Kin

Media company leads US$12 million funding round for female-focused MCN

CMDC and ACA urge CRTC to retain simsub

Rejecting pick-and-pay, organizations close out "Let's Talk TV"

Shaw Media pursuing 24-hour news channel

Regional newsrooms and partners would serve up to 28 local communities

Christine Shipton steps in as SVP, content at Shaw

Promotion comes as Barbara Williams becomes president