Subscriptions, freemiums, and paywalls, oh my!

According to Pew Research Center, 56% of U.S. adults often get news from a smartphone, computer, or tablet, and only 7% often turn to print newspapers or magazines. To accommodate these behavioral changes, there is an ongoing, widespread industry shift from print to digital, where many news organizations are moving toward subscription-based models to survive in a constantly evolving news landscape. And the PR industry is adapting right alongside them.

More often than not, media access has been a given in years past. You could share a link, and anyone, anywhere, could read your story. But that reality is changing fast.  

In PR, premium content is not just reshaping how we consume news; it's also influencing how we measure impact for clients, share media coverage, and think about visibility in front of key audiences.

Why gated coverage still matters in this ‘new normal’

Many major publications have moved toward a subscription model, and niche trade outlets are following suit. Not all subscription models look the same, with some using a ‘freemium’ approach that offers a handful of free articles per month, while others have ironclad paywalls that lock all content behind a subscription.

For journalists, these models are necessary to fund quality reporting. For communicators, they’re a new reality to navigate. When coverage lives behind a paywall, the audience might be smaller, but it’s often more valuable. Their readerships usually include subscribers who are highly engaged, invested in the topic, and influential within their industries.

It can be easy to see paywalls as obstacles, but in fact subscribers of these gated publications have actively chosen to put their dollars behind them, and they tend to be the readers who matter most to our clients, like decision-makers, analysts, and peers who rely on trusted journalism for credibility and depth.  

You got gated coverage...now what?

This is where strategy comes in. Sharing paywalled articles can feel tricky, but it doesn’t have to be. Depending on the kind of paywall, it should be a question of what the best strategy is to share the article, not if they even should at all.

Here are a few best practices to consider when amplifying coverage on social channels:

• Lead with context: When posting a link, summarize the key takeaway(s) from the contributed piece, interview, or quoted portion, with context on the surrounding portions. This helps audiences still get the value of the coverage, even if they can’t read the full piece.

• Use visuals: Visuals like a branded graphic, pull quote, or short video from a spokesperson talking about the interview subject can make the post feel rich and accessible, even if followers can’t access the full piece.  

• Highlight the outlet: Tag the publication and journalist, where appropriate. This can help drive potential subscribers to their publication and also shows your audience that you’re working with high-impact reporters in your clients’ industry.

• Include a call to action: Including a sentence at the end of your post like, “Reach out to chat more, I'd be happy to share my insights," can also serve as a sales/ marketing tactic for clients to start conversations with key stakeholders and potential customers.

• Beyond social channels: Many outlets allow PR teams to share quoted snippets under fair use; linking to those on your website or newsroom page can help bridge access for followers that may not subscribe – and be a flex for those who do. Beyond this, including publication logos in collateral like sales decks and investor presentations can demonstrate that your client is pushing forward important conversations in high-impact spaces.  

When done right, sharing paywalled coverage can pay off by helping shape brand perception, as well as building credibility and trust.

Measuring success beyond clicks

It's important to keep in mind that visibility isn’t the only measure of value. In a paywalled world, engagement quality often outweighs volume. A feature in The Wall Street Journal or STAT News might generate fewer direct clicks, but it can spark conversations with the right audience, whether it’s investors, policymakers, or potential partners.

Our approach is to look at the whole picture, not just impressions. We should be considering who’s reading these publications, what conversations are being driven, and how that coverage supports broader goals. This is where the true ROI lies.

Looking ahead

Paywalls aren’t going away, and that’s not a bad thing. They’re helping sustain high-quality journalism, which is something our industry depends on now more than ever.  

As communicators, we have an opportunity to evolve with this model. We must think smarter about distribution, value core audiences over viral reach, and keep storytelling at the center. The best stories will always find their audience, and we’ll keep helping clients make sure they do.