페이월(paywall, '지불하다(pay)' + '벽(wall)')은 비용 지불 의무로 온라인 콘텐츠 접근을 제한하는 방법이다. 특히 언론사의 온라인 뉴스 웹사이트에 자주 적용되어 있다.
역사
종이 신문과 텔레비전 뉴스의 시대에서
현황
종류
유형
전략 방법
The digital-specific appeal focused on highlighting the advantages of accessing news exclusively online, emphasizing that the online version provides additional benefits such as personalized news or quicker access to information.
The social appeal, highlighted that subscribing to online news facilitates being a member of a community. It emphasized the opportunity to engage in online forums, discussions with other readers, and the possibility of attending events.
The price transparency appeal involves informing users about the critical situation of the media industry and the need to implement paywalls.
The normative appeal emphasizes that subscribing supports independent and watchdog journalism, appealing to users’ altruistic motives beyond the product itself.
The results showed that the combination of a normative appeal and a price transparency appeal was the most effective in motivating users. This result is particularly interesting because it suggests that altruism matters a lot to consumers of online news. It seems to be important to them to contribute to journalism as an important part of society by paying for their news.
사례
한국
- 중앙일보
- 조선일보
- 한겨레
해외
- 뉴욕타임즈(The New York Times)
- 가디언(The Guardian)
기타
- X(옛 트위터): 베냐민 네타냐후