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Forget the pay wall. What Web publishers really need to reinvigorate their business is an ad wall.
The concept of an ad wall, according to researcher Scout Analytics, is to make a portion of a site’s content accessible only if that user watches or views an ad placement. The idea was floated by analyst Matt Shanahan in a post on Monday (Feb. 14).
Over the past few years, as the recession hit publishers hard and newspapers and magazines struggled to reclaim lost print ad inventory on the Web, the idea of charging users for content has gained steam.
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