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.