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.”

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

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