What to Expect From the Sun-Sentinel Paywall
Here's the thing about freeloaders: if they value what they're getting, a lot of them will end up paying anyway. What happened when the Indianapolis Museum of Art moved to a free-admission policy? Its paid membership increased by 3%. When the Minneapolis Institute of Arts did the same thing, paid membership increased by 33%.
Sales people and business-side executes tend to believe as a matter of faith that if people can get something for free, they won't pay for it. But all they need to do is look at their own behavior to see how that isn't true... A large segment of the population feels that it's only proper to pay for something if you're getting value from it -- and if you invite as many people as possible onto your lawn, that's a great way of maximizing the number of people who get value from it.
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