Is it normal to feel nervous about launching your first paywall?
Absolutely. But waiting forever doesn’t help either. This story follows four publishers who pushed past the fear, started small (or bold), and found their own way to grow.
For first-time publishers, flipping on a paywall can feel like jumping into the deep end. There’s no playbook, no roadmap. Just good content, a bit of momentum, and a lot of uncertainty.
The most common feeling? Fear.
But here’s what we’ve seen: once that switch is flipped, things start to move.
Let’s walk through how publishers overcome that fear—and what happens once they do.
First-Time Paywalls Are the Toughest—And That’s Okay
For publishers without a paywall, it’s hard to know where to begin—and even harder to know what will work. That hesitation is common.
But if you’ve got strong content and a growing newsletter list, fear shouldn’t be the reason you wait.
Take a deep breath, and just do it.
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Waiting might feel like the safer choice. But it can come at a cost. Every week you delay is a week of missed revenue, lost potential subscribers, and stalled momentum. Doing nothing adds up.
No promotion. No change. No growth.
Starting Small Still Counts
The Business Journal Daily decided to hold off on launching their paywall for six months. But they didn’t stay idle.
Instead of waiting for the perfect moment, they activated free registration. Readers got one free article, and to access more, they needed to create an account.
The results spoke for themselves:
- Their email list more than doubled
- When they eventually launched the paywall, paid subscriptions followed
- There were a few complaints, but nothing that stuck
These days, people are used to paying for content that adds value. If readers see that value in your content, they’ll support it.
And when you put a price tag on your work, it instantly signals that your content matters.
You’re In Control
Not sure how aggressive your setup should be? That’s the beauty of it: you control everything.
You’re not locked into any one strategy. Want to start soft with a few free reads before asking for anything? Go for it. Want to tighten things up to drive more conversions? You’ve got the tools.
You can:
- Set your meter at 2, 3, or 5 articles a month
- Choose when registration is required
- Decide how many articles to give away post-registration
- Shift your offer based on the content, season, or feedback
These aren’t fixed rules. They’re levers you can pull depending on your goals. Want to grow your list fast? Tighten the registration wall. Want to increase paid conversions? Tighten the registration allotment.
Your setup can be as generous or as strict as you want—and you can change it any time. The flexibility is the strength.
Think of it this way: You’re not just flipping an on/off switch; you’re fine-tuning the levels that move your audience from curious reader to loyal subscriber.
You’re in control—and that freedom to adjust as you go is what makes this strategy so effective and sustainable.
Easing In: The Brooklyn Eagle’s Generous Approach
The Brooklyn Eagle, a long-standing publication, recently re-entered the paywall space with a careful, step-by-step approach. Even though this was their second time launching a paywall, the team was understandably nervous.
They launched generously with three free articles before registration and five total per month. After the fourth article, readers hit a registration wall.
The strategy worked. In the first two weeks, hundreds of free registrations came in—and a slow but steady stream of paid subs followed.
Their approach? Watch and wait. The team is watching data for 30 days before tightening things up. Previously, only select “premium” articles were locked, while other articles remained freely accessible. We suggested they gate that open-access content using a free registration instead. That move alone sparked an increase in newsletter signups.
Their end goal is to treat every article as high-value and fully indexable—good for Google, sharing, and growing their list.
Like any new move, it feels unfamiliar at first. But after a while? It becomes the new normal
A Funnel That Works
Here’s the setup we recommend on the Paywall Podcast:
- Start by giving readers one article—completely open and accessible, no strings attached
- Then prompt readers to register
- This registration gives the reader 1 or 2 more free articles
- The signup (email and password) connects them to your newsletter
- The newsletter brings them back every day which triggers the upgrade messaging
- Eventually, the paywall prompt to upgrade does its job
Keep in mind, you are in control, you can start with generous metering and registration access. Then tighten access over time as you gain confidence.
Some readers subscribe within minutes. Others might take months. Both are totally normal. That’s why growing your list is so critical—it keeps the door open to future conversions.
This model works across the board: niche publishers, magazines, YouTubers—you name it. Why? Because it nurtures curiosity into commitment.
Sidebar widgets won’t grow your list like free registration will. And once someone’s in your funnel, your newsletter does the heavy lifting.
A Quick Paywall Lesson from Salem Reporter
Salem Reporter starts with one free article. When readers click into a second, they’re met with a simple registration prompt.
Once submitted, that email feeds straight into their newsletter platform.
The impact?
- Registrations poured in
- Conversion rates jumped by 20%
- The email list—and subscriptions—grew quickly
It’s a simple move. But it works.
Why It Works
The average visitor reads just 1–2 articles per session. If you wait until the third article to engage them, there’s a good chance they’ll bounce.
Asking for registration earlier builds the connection. That’s where your newsletter comes in. It keeps the relationship going, gently reminding them why they came—and why they might want to come back.
And best of all? It runs quietly in the background.
Let the Message Do Its Job
After readers hit their free limit, the paywall message kicks in. Your newsletter brings them back again and again.
Some will see the message five times. Others, twenty. But if they’re still reading, it means they care. And if they care, there’s a good chance they’ll convert.
The Endgame: Upper East Site’s Hard Paywall Strategy
Upper East Site is playing the long game—and they’ve reached their endgame setup.
They started years ago with free registration, growing a solid email list. Then came metering. Now? A full hard paywall. No free articles. No soft gates.
It’s their second time rolling out a paywall, and this time, they’re all in. Every reader hits the wall immediately. To get in, you subscribe.
Their content—especially in high-demand categories like crime and food—helps make it work. That’s what brings readers in. And with no freebies on the table, only the truly engaged stick around.
This strategy isn’t for everyone. But for Upper East Site, it’s a clear signal: our content is worth paying for.
Just Start
Most successful publishers didn’t launch their paywall with total confidence—they launched it with a plan to learn. And the ones who stuck with it? They found their footing by starting simple and adjusting as they went.
Every week you wait is a missed opportunity to build your list, test your value, and earn real support from your readers.
You don’t need to get it perfect out of the gate. You just need to get it going.
Take a deep breath. Flip the switch.
You got this.
Let’s talk paid subscriptions
Want to learn more about growing your audience and converting subscribers with your paywall? Get in touch with Pete.
