©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Audience Development, 9/8/10
With the proliferation of new digital products and brand extensions, publishers are exploring ways to package their cross-platform content, placing a value on digital while keeping print part of the mix. IDG’s Macworld has launched a new subscription-based program, called Macworld Insider, to its Web site that provides access to an ad-free version of the site, as well as a series of special content and other benefits.
One way to attempt to solve the conundrum of putting a site that’s had a history of free access behind a paywall is to bundle special content privileges for a smaller, but highly committed audience. Macworld is betting that a core readership will pay for access to exclusive content and an ad-free version of Macworld.com.