Paywall Experimentation for Magazines & Newspapers apps
In today’s rapidly evolving media landscape, newspapers are increasingly embracing subscription-based revenue models. One notable success story for this methodis the Times, which exemplifies the value of subscriptions in an industry facing challenges such as declining print circulation and advertising revenue. Back in 2011, the Times introduced a paywall, a decision that proved instrumental in generating significant revenue from digital subscriptions.
Fast forward to 2023, and the Times has reported impressive financial figures, with a total revenue of $667.5 million for the fourth quarter of 2022. This represents a remarkable 12.3% growth compared to the previous year, with subscriptions contributing a substantial $414.1 million to this revenue. The success of the paywall has not only brought financial stability but has also empowered the Times to invest in high-quality journalism and expand its digital offerings, including podcasts, newsletters, and mobile apps.
Similarly, other newspapers and publishers have followed a similar trajectory as they adapt to the digital age. They recognize the importance of implementing digital subscriptions not only for their websites but also for newly launched mobile apps.
In this article, we will delve into the trends of paywalls for both mobile apps and browsers. We will explore the pricing strategies employed by newspapers and magazines as they navigate the challenges and seize the opportunities presented by these digital platforms.
Magazines & Newspapers Apps Paywall Exprimentation
In this article, we’ll explore the following examples from the top sellers in the App Store:
- The New York Times
- The Epoch Times
- The Wall Street Journal
- Washington Post
- The New Yorker
The New York Times Subscription Paywall Experimentation
The New York Times Mobile Paywall:
The New York Times Browser Paywall:
The New York Times Mobile vs. Browser Paywall:
| Mobile App Paywall | Browser Paywall | |
| Subscription duration | Monthly, Annual | Monthly, Annual |
| Monthly price for the first year | 2,99 euro | 2 euro |
| Annual price for the first year | 29,99 euro | 30 euro |
| Monthly price for the second year and further | 11,99 euro | 12 euro |
| Annual price for the second year and further | 89,99 euro | 90 euro |
| Introductory Offer | Yes | Yes |
From the comparison above, we can see the difference between the mobile and browser monthly paywalls. The mobile paywall is 30% more expensive than the browser paywall (we can assume that the price difference is related to App Store fees, which are 30%).
Furthermore, The New York Times offers introductory prices for both mobile and browser paywalls, making the price for the first year significantly cheaper.
The Epoch Times
The Epoch Times Mobile Paywall:
The Epoch Times Browser Paywall:
The Epoch Times Mobile vs. Browser Paywall:
| Mobile App Paywall | Browser Paywall | |
| Subscription duration | Monthly, Annual | Monthly, Annual |
| Monthly price for the first year | 6,99 euro for the first 3 months, 9,99 euros after | 9,90 euro |
| Annual price for the first year | 69,99 euro | 99,00 euro |
| Monthly price for the second year and further | 9,99 euro | 9,90 euro |
| Annual price for the second year and further | 106,99 euro | 99,00 euro |
| Introductory Offer | Discount for the first 3 months of monthly subscription; discount for the annual subscription for the first year | No |
Similarly to The New York Times, the prices for Epoch Times’ mobile paywalls for monthly subscriptions are 30% higher compared to the browser version. Additionally, Epoch Times offers a discount specifically for the first 3 months exclusively on mobile paywalls.
For the annual plan, there is a, 8% difference between the mobile and browser paywalls, with an introductory offer on mobile paywall.
The Wall Street Journal Paywall Experimentation
The Wall Street Journal Mobile Paywall:
The Wall Street Journal Browser Paywall:
The Wall Street Journal Mobile vs. Browser Paywall:
| Mobile App Paywall | Browser Paywall | |
| Subscription duration | Monthly, Annual | Monthly |
| Monthly price for the first year | 0,99 euro for the first month, then – 44,99 euro after | 2 euro/month for the first year, 9.99 euro/month after |
| Annual price for the first year | 22,49 euro/month for the first year, 44,99 euro/month after | none |
| Introductory Offer | Yes | Yes |
The price difference between the Wall Street Journal mobile and browser paywalls is significant, with the price for mobile version being 4,5 times higher.
The Washington Post Paywall Experimentation
The Washington Post Mobile Paywall:
The Washington Post Browser Paywall:
During the writing of this article, we discovered that The Washington Post has launched promotional campaigns and made improvements to their paywalls. For example, at the beginning of May, the regular price for a monthly subscription was 2 euros, and the annual subscription was priced at 20 euros. By the end of May, they had reduced the monthly price to 0.99 euros for the first year as a special offer. Interestingly, they offer the discount only for the monthly subscription, most likely because the annual subscription is the primary driver of subscription revenue.
The Washington Post Mobile vs. Browser Paywall:
| Mobile App Paywall | Mobile App Paywall + Offer | Browser Paywall | Browser Paywall + Offer | |
| Subscription duration | Monthly, Annual | Monthly, Annual | Monthly, Annual | Monthly, Annual |
| Monthly price for the first year | 5,99 euro per month | 0,99 euro per month for the first year, then – 5,99 euro per month | 2 euro/month for the first year, 6 euro/month after | 0.99 euro per month for the first year, 6 after |
| Annual price for the first year | 59,99 euro per year | 59,99 euro per year | 20 euro for the first year, 60 euro after | 20 euro for the first year, 60 euro after |
| Introductory Offer | No | Yes | Yes | Yes |
Overall, The Washington Post maintains similar prices for both browser and mobile paywalls. However, they actively encourage people to subscribe through the browser by launching an introductory offer that reduces prices for the first year of subscription.
The New Yorker Subscription Paywall Experimentation
The New Yorker Mobile Paywall:
The New Yorker Browser Paywall:
The beginning of May:
The end of May:
The New Yorker Mobile vs. Browser Paywalls:
| Mobile App Paywall | Browser Paywall | |
| Subscription duration | Monthly, Annual | 3-months, Annual |
| Monthly price for the first year | 12,49 euro per month | none |
| 3-months subscription | none | 6$ for the first 3 months, 29,99$ per month after |
| Annual price for the first year | 124,99 euro per year | 44,99$ for the first year, 119,99$/year after |
| Introductory Offer | One week is free | Lower prices for the first 3 months for a quarterly subscription and for the first year of annual. |
The New Yorker provides different offers for mobile and annual paywalls, with browser-based paywalls offering 30% lower prices for monthly subscriptions and 5% lower for annual subscriptions. They also try to optimize browser-based paywalls by testing different calls to action.
Magazines & Newspapers Paywalls Experimentation Trends
The comparison between mobile and browser paywalls for newspaper and magazine apps reveals an interesting trend. As explored above, all newspapers examined in this blog post strongly encourage readers to subscribe via browser paywalls, offering considerably lower prices compared to mobile paywalls. This strategic approach allows newspapers to circumvent the hefty 30% fees imposed by app stores.
At Qonversion, we understand the importance of providing app owners with flexibility and convenience in their subscription offerings. That’s why we offer solutions that enable users to subscribe through both mobile and browser paywalls. With Qonversion cross-platform subscription management, app owners can ensure that their users have access to subscriptions across platforms without the complexity of managing multiple systems.
Qonversion goes beyond facilitating subscription management by offering extensive analytics and A/B testing tools. With Qonversion’s analytics, app owners can gain valuable insights into user behavior, conversion rates, and revenue metrics. Furthermore, Qonversion’s A/B testing tool allows app owners to experiment with various pricing options and measure their impact on user engagement and subscription conversions. This enables data-driven decision-making, as app owners can confidently identify the best price points for their mobile paywalls, ensuring an optimal balance between affordability for users and profitability for the business.
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