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Paywall promos: How far should newspapers open the door?

paidContent :: As newspapers lock content behind paywalls, marketers are opening that same content right back up again through campaigns that provide readers with temporary access for free. The idea seems a good one but newspapers are still experimenting with when and how to do it.

On Thursday, for instance, the Wall Street Journal launched a Jaguar-sponsored “Digital Open House” to provide free website and mobile access to the paper’s premium content. The 24-hour campaign, which gives prominent place to Jaguar ads, follows similar sponsorships last year by Sprint, Citi and Acura.

Jeff Roberts: but how far should newspapers open the door?

Continue to read Jeff Roberts, paidcontent.org

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