Can a simple setup really grow revenue and the list?
Here’s a simple story with a big lesson for local news. A small U.S. publisher started in 2022 with a clunky paywall setup and left with a clean, repeatable subscription engine that actually grows revenue and the email list.
In 2022, a small local newsroom came to us with a simple question:
“How can we move beyond selling just the e‑edition flipbook and build a cohesive print + digital subscription?”
They ran on WordPress. The only thing behind a gate was a weekly flipbook PDF—and you had to jump over to PayPal to get it. That meant leaving the site, filling out forms, and bouncing back. Not a great first impression.
Everything else on the site was wide open. Once a week they sent a short Mailchimp note that basically said, “The e‑edition is ready.”
They came from print, so the offer was either digital‑PDF access or digital + print. But with most articles free, readers didn’t have a clear reason to subscribe.
What they wanted was simple: a gentle paywall across stories, automatic email capture, and a clean, on‑site checkout that felt modern and easy.
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A tighter, friendlier path (the “1‑and‑1”)
We set up Leaky Paywall with our go‑to “1‑and‑1” meter: 1 free article, then a free registration wall (email + password), which adds the reader to the newsletter automatically. That small change gave them a working funnel without changing the newsroom’s workflow.
After readers register and read article #2, article #3 shows an upgrade prompt to choose a plan. Simple and clear.
Payments that feel modern
We moved payments from PayPal to Stripe, turned on recurring by default, and kept cancellation easy in the account page. That fixed the off‑site friction and made renewals automatic.
Same weekly cadence, better newsletter
They kept the once‑a‑week newsletter, same day and time, but added story cards (thumbnail, excerpt, “Read more”) so readers could jump straight into articles—not just the flipbook. Reliability became a habit—for the newsroom and the audience.
All asks live in the article, not in pop‑ups
The free‑reg prompt and the upgrade prompt are embedded in the story, not flying in the reader’s face. That matters on mobile: when the ask is part of the content, intent is higher and frustration is lower.
Plans and Pricing
They keep pricing simple. You can choose Digital‑only or Digital + Print, and while more readers have shifted to digital over time, print is still strong.
All plans are annual‑only (no monthly), and price changes are tiny (cents, not dollars), which helps the offer feel stable and trustworthy.
What Happened Next
Revenue jumped 104% year‑over‑year (2023 – 2024), and it’s still climbing. No tricks, just a cleaner funnel and steady publishing.
The email list grew from 700 to 2,500 since 2022, and every new signup came from free registration—no sidebar widgets, no pop‑ups, just the in‑article reg wall doing its job.
The weekly newsletter turned into a traffic engine too: same day, same time, so readers expect it and come back.
Why This Worked
Ask at the right time. Instead of asking for money upfront—or sending people off‑site to PayPal—readers can try a story, trade an email for more, and only then decide to pay. That’s how people actually read.
Make the ask part of the story. A clean, in‑article prompt beats a pop‑up, especially on phones. It feels like a fair swap for access.
Let the newsletter build the habit. A weekly send isn’t flashy, but it keeps your brand in the inbox. That steady rhythm brings people back, adds page views, and leads to more upgrades.
Use Stripe with auto‑renew. Recurring billing and easy self‑serve cancel make readers feel safe and keep revenue steady.
Quick Wins to Copy
Here’s a simple plan you can run right now:
Add a quick free‑registration wall after the first story (or the second if you want to ease in). Keep the form short and place it inside the article—not as a pop‑up—so it feels natural on mobile.
Let readers taste value before you ask for payment. After readers get a taste, show an upgrade prompt around the third article.
Meter with confidence. Your content is your superpower—so it’s fair to ask for an email after one story and an upgrade after a few.
Not sure about the 1‑and‑1 meter? Start loose and tighten later. For example: let readers get 2 free articles, then ask for a free registration, then allow a few more reads each month after they sign up. As results improve, turn the meter down step by step. It’s a set of levers you can adjust, not an on/off switch.
Ship your newsletter on a schedule. Send your newsletter on the same day and time each week, with little story cards that make it easy to click back.
Use Stripe—our recommended platform—and default to recurring. Keep checkout on‑site with auto‑renew by default, and make cancellation easy so the experience stays seamless for readers and low‑friction for your team.
The Big Takeaway
Small moves working together made the difference. Put the asks inside the article, keep checkout on‑site with Stripe and recurring, and send on a set schedule. Those simple levers turned a one‑off flipbook into a steady engine for list growth, traffic, and subscription revenue.
That’s the Flywheel Framework in action:
- Capture with a quick free‑registration wall.
- Nurture with a steady newsletter.
- Convert with a clear, simple upgrade.
- Repeat to keep the loop spinning.
Keep it low‑friction and the flywheel speeds up giving you more emails, more return visits, and more members.
Want the step‑by‑step? Check out our Flywheel Framework deep‑dive for more information.
Ready to start your Flywheel today? Contact Pete for a quick demo and a simple plan tailored to your site.
Let’s talk paid subscriptions
Want to learn more about growing your audience and converting subscribers with your paywall? Get in touch with Pete.
