Content doesn’t need to be free argues Digiday editor-in-chief Brian Morrissey

Publishers are finally moving on from the belief that “content needs to be free” and beginning to make paywalls work around the world, the publisher of US-based news site Digiday has told Australian marketers.

Morrissey: Subscriptions are working

Brian Morrissey, editor-in-chief and president of Digiday, told the ADMA Global Forum: “A lot of publishers chose to go in with this idea that the advertising market is going to grow so much that you didn’t have to charge people, you basically were going to have gigantic audiences and there would be enough advertising for everyone.

“Now publishers have to go back to the future. You need multiple revenue streams and direct revenue streams.”