Publishers, here’s how to get users to subscribe to your content

This post is by Shane Rahmani from Ad Age - Digital

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As digital media companies, publications and streaming services increasingly look toward subscription, successfully transitioning existing audiences to paid users can be an intimidatingand an often commercially ill-fatedundertaking. I would know. CollegeHumor has experienced great and not-so-great outcomes with pay walls. In 2016, we launched "Bad Internet," one of the first scripted shows on YouTube's Premium subscription service. We sprung it on our fans, shoved a trailer in their feeds and simply asked them to pay. We overestimated ourselves: Even though the show was beloved behind the pay wall, it converted new subscribers poorly. Continue reading at

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