Brand publishers are eyeing registration walls

Publishing enables brands to speak directly to audiences and showcase expertise and authority, but it also presents them with a great opportunity to forge strong direct connections with their audiences via email and other channels. As brand publishers look to deepen their relationships with readers, registration walls are becoming a key component of their publishing strategies. Among the clients we work with and editorial executives we speak to, interest in registration walls is growing quickly,  through which brands  collect email addresses (at a minimum) to in exchange for access to content. While it’s not a new idea, it is still one that is rarely utilized in the world of brand publishing. Asking people to pay with an email address to access content is a common feature