How Publishers Are Using Memberships to Earn Highly Valuable Loyal Readers

BuzzFeed, Quartz and Yahoo Finance offer up new perks, for a monthly fee

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If online publishing were a romcom, you could liken Yahoo Finance—which in Q1 will ask readers to join a paid membership program to receive premium articles, data, research and tools—to Julia Roberts’ Notting Hill character, Anna Scott. After months of romantic turmoil and emotional exhaustion, Scott threw up her hands with the famous line: “I’m also just a girl, standing in front of a boy, asking him to love her.”

So, what does this have to do with Yahoo Finance Premium’s attempt to go after hearts and minds with something extra? In their effort to stay flush with cash, or perhaps to simply stay in business, publishers like BuzzFeed, Quartz and Yahoo Finance are going the extra mile to win over eyeballs and dollars.



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This story first appeared in the Jan. 7, 2019, issue of Adweek magazine. Click here to subscribe.