You’ll likely recognize this infographic from Visual Capitalist. Published in 2021, it shows the list of news sites with the most digital subscribers worldwide. Based on figures from the publishers' association FIPP, the infographic so clearly presents the media titles for which the public was prepared to pay, that it’s been making the rounds of newsrooms and their marketing departments ever since its release.

We decided to take a look at this list of clearly very successful digital subscription sites and screenshot each of their paywalls with the goal of inspiring your own model.

Of course, it’s widely understood that a paywall is only a tool, and not the reason why a reader subscribes. However, as the main conversion point of anonymous users into paying customers thanks to its ability to frustrate the reader just the right amount, paywalls are vital for a high performing subscription model.

Our methodology

• All screenshots were done in July 2023, in France, on a laptop with a 13” screen
• We always accepted cookies when arriving on the website
• Texts on the paywalls were sometimes automatically translated into English when the publisher’s site was in a language other than English or French. However some blocked automated translations
• There are 38 publishers on the visual above, however 2 of these publishers didn't have a paywall

1. The New York Times

• Wall type: full screen, anti-scroll paywall
• Form fields included in the wall: No
• Choice of offers included in the wall: No

2. The Washington Post

• Wall type: Pop-up, anti-scroll paywall
• Form fields included in the wall: yes
• Choice of offers included in the wall: yes

3. The Wall Street Journal

• Wall type: paywall integrated into the text, doesn’t block scrolling
• Form fields included in the wall: No
• Choice of offers included in the wall: No

4. The Financial Times

FT has recently changed their strategy. Instead of a hard paywall, they now offer one article for free with a little pop-up floating at the bottom of the screen, promoting subscription. On the second article, however, content is completely blocked.

• Wall type: full screen, anti-scroll paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no

Below, the paywall seen after the first free article.

5. The Athletic

• Wall type: full screen, anti-scroll paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no

6. The Guardian

• Wall type: full screen Donation Wall that can be closed. Doesn’t block access to content.
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

7. Nikkei

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

8. The Economist

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

9. Caixin

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no

10. Bild

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

11. The Times and Sunday Times

• Wall type: full screen, anti-scroll Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

12. The Telegraph

• Wall type: full screen, anti-scroll Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

13. Le Monde

• Wall type: full screen, anti-block Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

14. Corriere della Sera

• Wall type: pop-up, anti-scroll Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: Yes
  

15. The Atlantic

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

16. The Boston Globe

• Wall type: pop-up, anti-block Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

17. La Nación

• Wall type: full page Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: Yes
  

18. Clarín

• Wall type: full page Registration wall
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

19. L'Équipe

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no

20. The Los Angeles Times

• Wall type: "For subscribers only" text within the article, wedged between two paragraphs, but (interestingly) not blocking the content
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

21. AftonBladet

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: Yes
  

22. Gazeta Wyborcza

• Wall type: full screen Paywall, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

23. The New Yorker

• Wall type: on the first article, a full screen paywall that can be closed. Then, on the second article, a pop-up, anti-scroll paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

24. Folha de Sao Paulo

• Wall type: banner across the bottom of the screen and at the end of the article, neither of which block content or prevent a user from scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

25. Dagens Nyheter

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: yes
• Choice of offers included in the wall: no

26. Business Insider

• Wall type: Pop-up, anti-scroll Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: Yes

27. Mediapart

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

28. VG

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: Yes

29. Wired

• Wall type: on the first article, a paywall that covers the whole screen and can be closed. On the second article, an anti-scroll, pop-up paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no

30. The Globe and Mail

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

31. Welt

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

32. Aftenposten

• Wall type: first, a full page paywall on the first article, then a pop-up registration wall on the second (which is an interesting strategy)
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

33. Le Figaro

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

34. Helsingo Sanomat

• Wall type: Paywall integrated into the article, doesn’t block scrolling
• Form fields included in the wall: no
• Choice of offers included in the wall: no

35. The Chicago Tribune

• Wall type: pop-up Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: no
  

36. Star Tribune

• Wall type: pop-up, anti-scroll Paywall
• Form fields included in the wall: no
• Choice of offers included in the wall: Yes

And that’s it!

Are you currently working on the best paywall strategy to convert your anonymous readers into paying subscribers? We publish a wide variety of resources on the subject of dynamic paywalls, the optimal paywall model for a successful reader revenue strategy. Read on, or book a call with the Poool team to talk about your goals.

Dynamic paywalls: guaranteed continuous subscriber growth

We’ve said it before, and we’ll say it again - personalization is the best way to engage, convert and retain your audience.

By adapting the user experience to the user themself, you’ll more likely solve their pain-points, help them achieve their jobs-to-be-done and bring value directly in front of them.

It’s these gains that will make a user more likely to give value back to you, whether that be in the form of data, donations or subscription.

This article looks at how successful publishers are already using personalization to their advantage in the form of dynamic paywall strategies.

• Le Figaro’s varying value proposition based on content type
• The Financial Times value proposition based on location
• ELLE magazine’s messaging based on source of traffic
• The Washington Post currency based on location
• Le Télégramme adapting the user journey based on propensity to subscribe
• The Atlantic’s dynamic pricing model
  

> Find the full article here:

Dynamic Paywall Strategies: How To Personalize User Experience

From FT & The Atlantic, to Le Figaro & The Washington Post, dynamic paywalls are being put to use in better converting users into subscribers - how can you do the same?

Poool BlogMadeleine White