If you go to the trouble of putting up a paywall, keeping content locked up tight probably seems mission critical.
The Wall Street Journal has worked hard to protect its premium content exploiting the strategy fairly successfully; it has more than 900,000 digital subscribers, contributing half its circulation revenue. But when it comes to video content, the WSJ believes it can afford to be a little more open, WSJ publishing outside the paywall to take advantage of advertiser demand for digital video, still strong with CPMs in the range of $50 to $75.
As a ‘hard’ news site, the WSJ lags broader content plays like the NYT and the Washington Post, but it’s trying to catch up by investing in video production, employing 40 full-time video staff, producing 30-40 videos a day. Eager to boost traffic volumes by sitting video in front of the paywall, editors are working on promotion and placement to give video a higher profile on the site and using more graphics and interactivity.
The WSJ is also amplifying its video efforts by working with 32 platform partners including YouTube, FaceBook, Twitter, Vine.