Opinion: From our Readers - Paywalls indicate that coverage hits the mark

Paywalls raise an interesting question for PR consultants (prweek.com/uk, 6 December).

Does coverage become less valuable because fewer people may read it behind a paywall, or does it add value because the perceived value of that coverage is higher as readers have to pay for it?

In our experience, the addition of a paywall does not impact the value of coverage, nor make it harder to secure.

The principle remains true that coverage is most valuable when it reaches a very specific target audience with a very tailored message.

So, in this sense paywalls are a good indicator that coverage will hit its mark.

- Alex MacLaverty, MD, technology, Hotwire PR.

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