How Publishers Turn Readers Into Members — With Madeleine White

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How Publishers Turn Readers Into Members — With Madeleine White

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Madeleine White from The Audiencers and Poool unpacks how publishers build sustainable reader revenue.

Recorded live in Paris, this conversation explores how media companies move audiences from casual readers to loyal members and subscribers.

We discuss:

How paywalls actually work
Freemium, metered, and dynamic models
Why most readers never convert
Membership vs subscriptions
Community-driven journalism
Retention vs acquisition
Balancing public interest with revenue
When to automate — and when not to

Madeleine shares real-world examples from publishers including The Guardian, Financial Times, The New York Times, Le Monde, El País, and Daily Maverick.

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