The Print Decision: Stop, Shrink, or Charge More

Okay. Today we are gonna talk about print. We're gonna talk about what to do. Should you start printing? Should you stop printing? Or should you continue printing? And 10 years ago when we got serious with Leaky Paywall, our first customer base were print publishers. And we dealt, we started doing a lot of integrations. We heard a lot of stories. And then over this decade, uh, we have heard a lot of stories and I thought it would be good to kind of put 'em all together, package them all together in one podcast and share what we've seen publishers do well and not do well and why print didn't work out and why print is still working out with some publishers. So welcome, Tyler.

Hello. Hello. Sounds fun. Let's go.

Let's go.

Welcome to the Paywall Podcast, where we discuss paywalls and paywall strategies for news and magazine publishers. This episode of the Paywall Podcast is brought to you by Leaky Paywall. LeakyPaywall is the most flexible WordPress subscription platform. Find out more at leakypaywall.com. And now for today's episode.

We were talking offline a little bit, uh, before, and you mentioned something about a print publisher that didn't make it. Should we start there?

Yeah. I think, I don't know the exact statistics on this, but I think there's like 1 or 2 local news publications that close in the, in the US every week. Maybe, maybe it's even higher than that.

Yeah.

I should have been prepared for that, for that. But I know it's a high number for, especially for the weekly publishers out there. They, uh, they are struggling and there are a number of reasons for why that is.

Yeah.

We can, we can jump into that if you want. But—

Well, how about, how about this current publisher that they're, they've announced that they're shutting down? Is that right?

That's right. Yeah. So a print, a print publication, and there are, there's more than, more than one at this point that have decided to close up shop. And, uh, yeah, a legacy print operation, um, had a great robust digital operation. Had a, had a growing digital subscription base. Um, not, not ginormous, not enough to staff, you know, 15 people or anything, but certainly enough to continue running their, their, uh, you know, digital-only system. So.

Are we allowed to reveal, have they announced this publicly? Can we reveal who this is?

Uh, unclear.

Yeah.

Okay. That's fine. I can give you better numbers if I, if I don't tell you who it is.

Yeah. And you also, and I remember years ago, we, we actually did an article on a publisher that, uh, it was a print publisher that turned on digital subscriptions, a very, very small town in West Virginia. And then, but ultimately, uh, the, the print anchor kind of dropped them, right?

Yeah. So the one you're talking about in West Virginia, like they stopped printing altogether and, uh, are still digital only to this day. Now they're a very small Mom-and-pop type operation in a very small town. And they don't have a lot of overhead at this point. I think they work remote so they can make that work and it's growing. It's been slow, but it's growing. Oh, good. And it's, and it's possible. Right. So, okay.

Um, but this recent one, they just couldn't do it. It was, what was it? What do you think it was that did them in?

I think there are special circumstances with this publisher in terms of debt that was acquired. Yep. That is difficult to repay if it all comes due.

Right.

At the same time.

Yeah. That's a problem.

Yeah. So could they have survived? I don't, I don't know. But I think if you look at print and print publishers more broadly, They, they struggle because of the cost of their print. It's a ginormous anchor on them.

Yeah.

The reason that most of them print to begin with is because of the public notice side of their business. So if you're unfamiliar with that, public notices are basically, can be anything from probate to, you know, Businesses needing to publish court orders, whatever, that are mandated by every state, most states. And the, the news publisher makes money from that. They have a, a state mandate, you know, we get to charge $100 and whatever for this public notice.

But it has to be print.

But it usually has to be print. Most states, like 90%, 95% of the states are all still like, you've gotta have a print publication and you have to have printed for the last 12 months and there are all these hoops you have to jump through in order to become the qualified newspaper in your specific county or district. So, and like trying to sort through all of that is like a complete nightmare. It's really messy. Gotcha. Gotcha.

Okay.

Yeah.

So government, government funds that can probably dry up at any time too.

Yeah. And that's like, that's one fear, right? For a lot of super hyper-local newspapers is like, If their advertising isn't strong and they certainly don't have any paid subscribers, the only thing that's really holding them up would be public notice at that point. Yeah. There's very, very little like other, other factors out there as far as income goes. So. Yep. Gotcha.

Now the, this particular publisher, they were running digital subscriptions as well as print subscriptions. That's right. Yeah. And you think it would've been different if they Made the decision to stop printing like a couple of years ago.

Probably.

Yeah.

Yeah, for sure. It's, I know it's difficult for, for print publishers to even think like that because they do have advertisers that are, you know, in their print product and they sell kind of print advertising first and digital is kind of like this extra thing versus, you know, selling digital first and pretending that print doesn't exist, which is what we tend To recommend. Right.

Right.

We always tell publishers, if you have a print product, pretend like you don't online and just, just sell the digital only and give them the e-edition access and then like forget trying to mail this thing all over the country and sometimes internationally.

So, right. Yeah. And, and, you know, for local news, I can see that, that being a really tough decision, but it's not just local news, you know, like magazine, we deal with a lot of magazine or niche publishers that print, continue to print. And I talk to them and I hear things like, oh, if we just didn't have the print expenses and logistics and time suck and all that. And you could see that they go into this dreamy state when they say that. I have heard this before, but then it's like, wait a second, but the print, We have a print magazine that's our product. And I think that's where things get a little hazy for publishers is like, is the paper or is the magazine the product? Or is it just part of the product? Or is it just a delivery vehicle for the product? Yeah.

So for everyone listening and thinking like, oh my God, it's like news, local news, or like all this stuff. like a waste of time? Is it all dying? And like, is there any hope that there's revenue to be made? And I'll just say that we work with a lot of digital-first publications that have never had a print anchor, and they don't think about this stuff. They just, they write content, they send out newsletters, they grow their digital subscribers. And as you know, when they, when a subscriber comes on board, there's like virtually no cost because it's It's a digital operation, right? Uh, there's no, there's no print product that you have to mail to them and they, they grow, right? So it's, it's really difficult to sort of turn a legacy print operation and reverse the workflow for them because they fight almost every part of it. And I get it. You're used to this, this workflow that you've been doing for the last however many decades and now you're trying to think digital first and—

Yeah.

It's hard to believe that we're still having that discussion, you know, in 2026.

I mean, that brings up a good question though. It's like, when, like, how do you decide, right? Like, should I, should I continue? Should I, should I stop? You know, should I start? We've had publishers start print publications and we're going to talk about that. The con— I think the content type makes a difference. Is it, you know, is it, is it a magazine? Is it a how-to kind of a publication? Is it news? And that's that. That's different. How about, and ad revenue is another one. So we have a lot of magazine publishers, they have a lot of ad revenue. It makes sense for them to continue running their magazine. Absolutely. Positively. So if the ad revenue is carrying you, it's not even a decision. You can stop listening now. We have other things for you, but, um, but really that's, and that's the thing that has been more challenging. Um, but if your, if your print product suits the lifestyle of your reader and your ad revenue supports it, then yeah, you, you know, you keep going. Uh, and then reader attachment, it's like sort of another thing that When I talk to publishers, I'd say generally speaking, and there are exceptions, but the older readers tend to really, they're really attached to their print publication. And there's definitely trends in the younger readers that it's, they love the print. Like they, it's a lifestyle thing that it's cool. It's hip to read in print. So these are the things that sort of help you determine You know which way to go, and I'll kind of jump in on this. And let me actually let me share my screen. I'm going to I'm going to show you actually it's just a little bit of data real quick. We're going to look at this here. This was this is from Pew Beckdale republished this, but this is from Pew Research originally. Thanks, Thomas. If you happen to see this, this is advertising and circulation revenue for U.S. publishers, and you can see that in 2009. Things started going south and 2009 was our financial collapse of the US economy and the global economy. And we went from a peak, I think 2006, where print and circulation, advertising circulation revenue in print were really at its high. And it's just been kind of falling ever since as digital has just become more and more common. And so you might look at this and say like, oh my God, I gotta Stop here. But look at circulation, you know, circulation dollars are actually kind of creeping up a little bit, which is interesting. So I just want to get this out of the way. New York Times, kind of a bellwether, a tech bellwether in the space. We talk about them sometimes. They were really print-focused originally as a paper. They embraced digital back in 2011. I think they turned on their metered paywall. Which inspired us to, to, uh, track what they were doing. And today they, uh, their print product, guess how many, what percent of their circulation is, is print versus digital? Any guess?

Oh boy. I would, I would say the vast majority is digital at this point, but that's just because we sit in this, this fish tank together.

Take a guess, pick a number.

I would say, let's say 30% is print.

4%.

Oh my God.

Yeah. Yeah. It's fallen that far.

Yeah.

And that 4% is super loyal and they're happy to pay the money and they pay a lot of money for it, which is part of the secret to keeping print running. But yeah, this is, this is, uh, it's, it's pretty, pretty interesting.

And I would imagine if you go to the New York Times and you want to go subscribe, that it's probably not like, it's probably difficult to find a print No, no. As part of that subscription.

Yeah, that's exactly right. They're really, yeah, you go there and try to subscribe, they're going to sell you a digital trial essentially. But of all the research that I did, I didn't come across any data that suggested that print is finding new buyers. It's serving old buyers, right? Old subscribers. Now, like I said before, we have some publishers that did start a print product and we'll talk about that in a minute. And they're obviously looking for new buyers, but the overall trend is, you know, serving the existing, the existing base, which is pretty, pretty interesting.

And that also kind of tracks too with legacy publishers who have a print product who go online and offer their e-edition. Oftentimes their e-edition, at least in the beginning, will be one of their biggest pages, right?

Right.

That has the highest traffic out of everything else. That does, that does shift over time, but in the beginning that tends to be where people go to, to look.

I agree. I think the edition is something you should lock down and make it's part of your, your digital subscription plan and not print. Doesn't, it's not part of the print. And you'll find that the, you know, the, the older readers who like the print format will continue to read this very difficult to navigate e-edition just because it looks like a newspaper or looks like a magazine. And they have the time to sit and kind of, you know, and they get used to the controls and they get through it. And it's amazing to me, but that's what's happening.

Yeah.

Okay. Let me see. So on the other, okay. So on the other end of the spectrum, on the digital side, if you look at the Nordic countries, Like Sweden. Sweden is close to 100% digital in terms of subscription, like news subscription sales. They have really migrated out of print very, very quickly. Norway's kind of in a similar boat. And then some of the, and I don't know why is it sort of Northern European, but even the UK generally embraced digital subscriptions pretty early on. In the paywall space, which I find fascinating.

Yeah.

Okay. So, all right. So let's talk a little bit about like, what are the questions to help you make the decision? I hinted towards magazine publishers versus news publishers. So if you're in sort of the design space, right? Like you're a magazine, you have a niche and you're in sort of heavy design mode, then the print Yes, can be the product. Like it's, and it's, it's a, it's actually a different product because in the news world, it's like we read news on our phones. We, we, uh, uh, we might just listen to podcasts, uh, news while we're driving. We're, we're here to get intel on stuff. It's kind of transactional. Like we want to know what's going on. What are the solutions out there? Magazine, like a design-driven magazine, it's a very different experience, right? Like you're, you're sitting in a, in a comfortable chair or at the table in a, in a relaxed way. And you're paging through. So it's, you know, we call that a lean-back behavior versus the news lean-in behavior. And that, in that case, yeah, the magazine really is the product. So like the Fisherman magazine, you know, you're a fishing enthusiast. Enthusiast magazines are big today and people get the magazine and it's fun to read. Any, really any kind of enthusiast. The other thing that I keep hearing and I think is really valid is AI protection, right? So if you're printing your news and you're printing a magazine, yeah, it's, you're obviously protecting the, that experience you cannot replicate through AI. And there's a trust factor too that has value, I think, but Trust comes through the content and I think that kind of behavior from the publisher. But yeah, sure. If you're printing a newspaper, if you're printing a magazine, the trust tends to skew pretty high, I'd say. So, okay. The next one is kind of in the— we talked about the news space, which is actually cheapest to keep in print, right? But easiest to transition since you're not really dealing with design. You can kind of get outta news and it's, um, we'll talk about how-to, but then there's sort of this other space, the, uh, how-to space. So we had, we should talk about track and field a little bit. Let's talk about, so Brew Your Own and Winemaker, they are in the how-to, how to, how to make beer, how to make wine. And they, a year ago, they, we did a separate podcast just on this, but a year ago they went, they just went cold turkey on print and they messaged their readers appropriately. They lost a percentage of their readership, but it wasn't a calamity and they have been able to absolutely build back in a year. And we'll talk about what makes, what made that work for them. But that, if you think about it, yeah, it was a magazine, but is it design related? It's like how-to, is it like, it's not like a lifestyle design magazine. It's kind of nuts and bolts. It's like, okay, how do I do this? How do I make, I need this recipe. I need guidance. I probably need video content too, which is tough to do in print. So that was 2 how-tos. I need to talk a little bit about Track and Field. This was super interesting. This happened a few years ago. We were onboarding them and they decided in the middle of the onboard to stop printing their magazine. And we, you know, we were like, oh, okay. And so the bottom line is they went 9 months without a print product. And it's news. It's like they're reporting on track and field news events. It's not design. It really is news. That's why it's called Track and Field News. But their readers were skewed older and they sent the best— they were sharing their email campaigns with us and they were, it's like the voice of the— it was like, hey, we know you love print, but we need to survive as a publication. They said all the right things. We need your support. And all that. But the bottom line is half their demographic just didn't want to log into anything. They were sort of in that stage where it was like, yeah, we're going to, we're not going to, we just can't subscribe because I can't be bothered to log into something. We had one, there was one, I think he was a doctor. He loved the magazine so much he hired FedEx to print out every single digital issue and ship it to him every month at a cost of like $100 whatever per month. Because he just loved the print edition so much.

My goodness.

Yeah, it was worth it to him. And so, okay, so what happened after 9 months, they figured out that people weren't logging in and they're like, okay, well, let's bring back the print product, but let's do it differently. So now they're on print on demand, right? And their previous— now this is public information if you look around, but if their previous like original pricing for their magazine was like $29 a year, which was back in the day, that was a really typical price point. And then your ads carried your magazine. If you look now, I guess I can go look now, I can see that their top product is $138. So, you know, they increased their pricing You know, 4x, whatever, a lot, 5x almost. And that's another way to do it is decide to keep the print product for that, for those readers who just love the format so much. And you know who you are, I think, if you're hearing this. And then, but raise your pro— make sure you're, it's a profit center. Like you have to make money. And their volume, their print volume is certainly quite a bit lower than it was back in the day. But, you know, we look at their, we look at their digital and print and digital subscriptions come through in the backend and, you know, it's every day it's substantial. Like they, they figured it out.

Right.

And it, and it's working. So in that case where your readers really are, need the print product, that, that's a good solution.

So they're, they're those Print editions are on demand and being fulfilled by a company somewhere. That's— so as you order it, you get a print copy made for you and it's sent to your house. And that way you don't have a stack of, I guess, print editions to mail out. Yep.

Yep. That's how they, that's how they solve that problem.

Yeah.

They didn't want to deal with inventory. They just, just wanted to send it out and yeah, it was more, it's more money to do it that way for sure.

Yeah.

But, uh, but the, the price increase, you know, took care of that.

Yeah.

That's a, that's a pretty neat one. Uh, let me just tell another story and we'll get into the how-tos.

Uh-huh.

You know these guys. So MyVillager is a weekly, uh, I should say was a weekly newspaper in St. Paul. And their They were running about 30,000 print copies freely distributed every week through retail stores in St. Paul. And they decided that they wanted to go to digital subscriptions. They wanted to not stop printing, but start charging for print and charging for digital subscriptions. I'd say this is probably one of the big reverse, big Biggest changes I've seen a publisher do when their philosophy was everything is free, read the ads, and the ad revenue was dropping and they were like, wait a second, we need to lean in on our content and charge for access. And it worked. They were able to essentially, again, communication was everything with their audience saying, look, we need, in order to survive, we need your support. We're going to create more great content. We're going to do all these great things, but We're gonna charge a subscription. And all of a sudden, look again, looking at the numbers on the backend, it's like, wow, people were just like, take my money, you know?

Mm-hmm.

Um, and so now I think now they're a, uh, twice a month paid, um, print publication. And then of course they have digital subscriptions running, which is carrying, carrying the ball for them. Really, really interesting.

Thing. All right.

What else we got? Oh, I got one more. Okay. One more for you. This is in the creation, like, should you, should you start a print publication? And yeah, we have, let's see, Catch Magazine. They started up with the print publication and that was maybe a year ago and they're doing okay. You know, really fancy fly fishing, like, you know, money, advertising, you know, it's enthusiast hobby. Publication. But Small Boats, what they did is they were never print, they were always digital. They were publishing digital issues. They took their content and made it into a coffee table book. So they looked at their analytics and they said, hey, well, let's see, what are our popular articles for the year? One of the most popular, put together a Christmas edition, a coffee table book, and it sold and it did really well for them. Yeah.

Interesting. Yeah.

So if you're in a, especially in there in a passion hobby, this is all about how to build small wooden boats. And you can imagine, you know, the folks in this have time and money. And so buying a nice coffee table book is, is probably a good move for them.

Yeah. Yeah. It's funny you mentioned that. We, we occasionally see News publishers start publications in news deserts throughout the country and they start a print side of their—

Oh, interesting.

Yeah. And it's, you know, at first you're like, why would you do that? It's, it's to qualify for public notice.

I gotcha. I gotcha.

And in some cases it makes sense if you think about it. Um, if you're doing a weekly publication, you've got 52, you know, uh, newspapers that you need to create each year. And yeah, if the numbers work out and there's no one else handling public notice in, in your district, then you're, you will be the one they come to. And if you're starting fresh and you don't have the overhead, then I think it can work. But, but yeah, it's, it happens. We see it from, from time to time, even recently. Yeah.

Can you, can you create a public notice newspaper?

The states are really like, the statutes are very intense around like what qualifies you as a newspaper. And like, you have to jump through all of these different hoops and every single state has different requirements. Okay. But, but yeah, it's, it's not, not easy to qualify in most cases.

Yeah, that makes sense. Interesting. That sounds like a big lift.

It's a lot, it's a big investment of time, uh, and also money for, you know, in this particular publisher's case, you gotta do it for a whole year before you qualify for that notice flow of income. So, interesting.

Anyway, I'm gonna, okay. I wanna shift to, I wanna shift into like, what do you do? Like what are, what are good ways to transition? What, what are the things we've seen our publishers do that have helped? the transition. And to no surprise to you, before we get into the details of digital and print, the number one thing to do is to build your email list. I mean, when you're in digital or when you're— if you have to make the decision to drop print, and it's a big decision, it's a big hit, newsletter becomes the new product, right? You may have a newsletter, but you haven't really spent time making it incredibly awesome. And the newsletter is the engine that drives traffic back to your site. So the bigger your list, the more traffic you get back to the site, more chances you have for digital upgrades and the newsletter becomes the product. You have in paid subscriptions, you have 2 newsletters too. You have a free newsletter and a paid newsletter and they both offer opportunities. So you essentially, you're going to spend some time mostly time, maybe a little bit of money, but mostly time getting your newsletter product right because it's the number one thing that lands in people's inboxes every week over and over and over and over again. You can't, you know, it's hard to, much harder to do that with print. So the digital space gives you that opportunity. Now, just to get into the details a little bit, I mean, the number one thing you gotta do is stop the pop-up nonsense. sense on your website where you're asking people to opt in or using OptinMonster or something like that and start up a registration wall, which requires people to drop in their email into here to get access. And so you need to build a flywheel here. We call this the publisher flywheel and it starts with the email address. So essentially you have great content, it's your superpower. You have an audience, that's your superpower. Now you gotta leverage that, right? And so let's say after one article you say, look, drop off your email address and you'll get the next article or 2 or whatever you decide, however generous you want to be. Now you're essentially, and we just released the Publisher's AI Survival Guide. Just go to leakypaywall.com and you'll see it pop up for you. At least by the time this podcast comes out, it'll pop up. And essentially what we found looking across hundreds of publishers is that if you put something like this registration wall in place, your email signups are about 2x to 7x greater than a newsletter opt-in essentially. So newsletter opt-ins get like 0.9% of traffic and Registration wall, this registration wall gains about, I think the number was 3.2 to 6.7% were the actual numbers. That's a, that's a, that's a, that's times, sorry, X, not percent, X. So average 4 or 5 times more email addresses than an opt-in. This is how you blow up your email list and you're getting people to register. They get a password after this. And in our case, people can log in through this as well. This works like crazy. It's the start of the flywheel. So important. I don't care what you're doing. This is really the key. But if you're dropping print or you're cutting down on print, this is the way for you to compensate, really produce a kick-ass free newsletter, which is all about selling the upgrade message. And then the paid newsletter, which just takes care of your paid readers. Yeah, you could look at premium content. You could look at early delivery. You can, you can do a lot of things. All this you can automate especially well. And okay. Should I get off my soapbox now? So, all right. Agreed, Tyler? What do you think?

Yeah, absolutely.

Yep.

I was A publisher last week had a story that kind of went viral in the town. It was a scandal with the local government or something. And, um, we noticed a spike in their, like, free signups, you know, and, you know, they built like 200 extra people on their list through that story, right? Not through a sidebar widget that they all want to have on their websites. Most publishers want us to add that, but through the free registration.

You know, system.

So it works. And then now all of these people are on the newsletter, right? And so now they're going to start seeing content on a weekly basis, a daily basis. And, you know, hopefully at some point we'll be able to convert them over to paid. So, so yeah, this, this works. And if you didn't have that up and you had this viral story, you just had a bunch of eyeballs that are fleeting, right? Maybe you got 20,000 page views, but Zero people signed up for anything because it was free. No one's signing up for a widget on the sidebar for your newsletter when the content is free. That's the point.

Yep. Yeah. And if you want a ninja tactic, if you have a story that's blowing up, just lock it down, make people register to read it. It's still free, but you get their email. And we have a new dynamic paywall function that does that automatically for you. If you're interested. Okay. Just to finish the flywheel, that big, that big list that's sending the traffic back. Remember when you do this, they're not just email addresses, they're actually logged into your site so that you're tracking their behavior throughout all the content. And then your insights should be essentially telling you, hey, which of these free people are highly engaged? And then you can target, and then you can target them and send them offers. And that's what our publishers do. And it works like crazy.

Okay.

Sales pitch over. Okay. So flipbooks. Let's talk a little bit about flipbooks, because that's something that print publishers tend to embrace on the web. We talked about it earlier and yeah, it's easy to do. You take a PDF and you upload it into your, your flipbook maker. We recommend Real 3D for WordPress, Real 3D Flipbook. That you can, and you can kind of control everything. It's cheap and, and, uh, and then just, and lock it down and it becomes, becomes a perk for all readers really. Even if you're not like a print reader, sometimes it's fun just to kind of look at what a print edition looks like. We, with some crowds, it kind of, it depends, but with some crowds, like I mentioned before, the flipbook is really the thing they're paying for, right? You have to lock it down. And that, that they don't read anything else because they're older and they're just used to the format or whatever. So it's tough on mobile. Think of, just remember like reading a flipbook on a phone, not fun. Desktop, fine. iPad, fine. Phone, not so good. So you're, you're, you, it's gotta be just sort of a perk in addition. It's not the product. It's just sort of an extra for your subscription. Instead, if you are a print publisher and you have a deep archive of content, you want to do the reverse. You want to get that archive, you want to get the archive out of your PDFs and onto the web as real web articles, HTML articles, because of SEO, because of social sharing. What we find is when a Like when a publisher puts an article on their website, it's like a magnet for traffic. If it's news, maybe that magnet is good for a period of time, but the evergreen content is the gold, right? So news publishers do have evergreen content. Magazine publishers have almost all evergreen content. So you want to get that on the web and you'll, it just creates like forever traffic. With social and SEO and AI discoverability too, which is a separate topic. Modern Drummer, when we onboarded the magazine, when we onboarded them, they started putting their archives once every month. They published an issue going forward on the web. They published one archive issue going backward and they doubled their traffic in a year without even trying. It was just crazy how live web traffic was generating all that natural, as you know, organic social sharing, all that good stuff.

Okay.

I will throw in that we have a new product for if you have print archives and you want to get them on the web, go to reissue.app. Just check it out. There's, you can upload, I think right now it's up to 3 free issues to get all the, uh, our AI basically translates all the text and the images and high quality, high resolution images, all the formatting into WordPress posts. It just shoots them straight into WordPress. You can, you can scan an archive up to 100 megs, I think, of a PDF. And you can, you can edit it quickly right in the app. And then when it's ready to go, you just shoot that straight in into WordPress and they show up as draft posts. Our publishers using it are telling us that it's like magic. It's, they've never seen anything like it. It's a new product. Love to, for you to just try it. reissue.app. Okay.

Wow.

That was my second sales pitch. How about that? Okay. We talked about email, talked about the archive, and I'd say, and I don't know if you have any other thoughts on this, but We sort of talked about telling readers why, like, if you're going to make a big change in print, tell your readers why, be transparent about why you need to do this. I mean, this goes, this is really, of course, this is like a human thing. It's like, you're going to do something drastic. You just want to explain to audience why you're doing it. And just remember, you're going to tell people like why it's going to be better. down the road? What are the benefits? You have the why, this is why we're doing it, and here's how we're going to do it. And this is how it's going to be better. That's the storyline that you want to send out in your emails or your print matter, whatever you use to communicate the big change. So I think that's anything else on the how-to department. We showed off a few articles, talked about building a An email list and making that the product, making the newsletter the product. Anything else, Tyler? Does that cover it pretty good?

Yeah, that does it.

I think we got it. Okay. All right. Hopefully that was helpful to you guys. If you have questions, please reach out info@leakyPaywall.com. And hey, catch you next time. Thanks, Tyler.

See ya. Thanks for listening to the Paywall Podcast. If you'd like to get in touch to discuss subscription strategy, go to leakypaywall.com. See you next time. Bye.