Create a new net revenue stream from an audience you typically lose
Paywalls have long been a necessary tool for newspapers, but they come with a significant challenge — most readers simply walk away. During Wednesday’s webinar, Wade Bradley, CEO/co-founder of Make It Free, shared a groundbreaking approach to address this issue.
With more than 90% of potential readers abandoning sites at the paywall, and 69% avoiding links to paywalled sites altogether, publishers face a harsh reality: they’re losing opportunities for revenue and engagement.
Bradley introduced a solution designed to flip this script. Make It Free allows readers to access articles without subscribing by agreeing to receive four branded emails. This simple shift enables publishers to earn 10 cents per article view, creating a new net revenue stream from an audience they typically lose. “This turns a negative interaction into a positive one,” Bradley explained. “Instead of telling readers ‘no,’ you get paid to say ‘yes.’”
The results speak for themselves. Make It Free’s system delivers an average conversion rate of 32%, with readers engaging 4.2 times per month. For every million visitors who previously exited at the paywall, publishers can now generate an estimated $200,000 annually. The system also drives increased ad revenue as readers engage with more content, and social sharing grows the potential audience.
Importantly, Bradley addressed a key concern for publishers: the impact on existing subscription models. Publishers have stated: “We’ve seen no adverse effects on subscriptions,” he noted. “In fact, engagement likely leads to higher subscription rates as readers build stronger connections with your content.”
The service also respects consumer privacy, a major concern in today’s digital environment. Make It Free never sells user data or shares email addresses, instead providing anonymized insights to help publishers better understand and target their audience. This privacy-first approach has been instrumental in building trust with readers.
Beyond the financial benefits, Make It Free enhances audience relationships by fostering positive interactions. Publishers aren’t just increasing revenue; they’re creating more meaningful touchpoints with readers, which can lead to long-term growth and loyalty.
For publishers looking to rethink their paywall strategy, Make It Free offers a low-lift paywall add-on integration that can quickly transform your revenue model. By turning what was once a barrier into an opportunity, Make It Free is reshaping the future of digital publishing, giving publishers the tools to thrive in an increasingly competitive landscape.
For more information, visit www.mifpartners.com or contact Wade Bradley at wade@mifpartners.com.
