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Sep 04, 2015
Industry trends

My name is David Brauchli and I have been working in the paid content industry since its infancy. Before the industry was born though, I was a photojournalist with the AP, Reuters and others, so I’m familiar with how difficult it is to produce content and how hard it is to get paid for it.

What I find fascinating about the news business now is just how much more news there really is and how great news always seems to find its way out, whether its Seymour Hersch reporting about the abuse of power in the New Yorker or Ami Vitale taking photographs for National Geographic about disappearing Rhinos or really great audio like Serial.

I follow a lot of news because I’m a news junkie and, I follow what’s going on in the industry obsessively because it’s vital to how Piano reacts to where the market is going. At Piano, we have an amazing client services team who listen to our clients and accommodate their needs. However, part of what makes us great is the ability to anticipate our clients’ needs so we can create incredible software that they didn’t even know they needed, until they demo it. And part of the way we do this is by keeping up with the industry.

Every Thursday I put out a small newsletter called “Industry Insights,” articles that I’ve curated from my weekly reading. I point out trends that the industry is obsessing over (summer 2015 the overriding concern is…. Adblocking!) and link to the most interesting article on that subject in the past week. I also link to one article that I think you absolutely should read if you don’t have time to read anything else because you’ll gain important insight into where the industry is headed. And finally, I have a couple of links to articles that I posted the previous week that readers of Industry Insights clicked through to the most.

If you’d like to subscribe to industry insights, please send me an email and I’ll make sure to add you to my list.

Tinypass & Real Simple

Aug 03, 2015

Tinypass is excited to add Real Simple, Time Inc.’s monthly women’s interest magazine, to the roster of world-class publications using Tinypass VX to power their online monetization efforts.

Launched in 2000, the magazine is “dedicated to making your life easier, happier, and more beautiful—every single day.”  With the number one share of market among lifestyle titles and the highest household income among all monthly women’s magazines, Real Simple reaches more than eight million readers, 90% of whom are women.

Employing a two-stepped paywall strategy similar to its sister publications, Real Simple offers its readership additional content and functionality, e.g. the ability to save recipes, checklists, and articles, in return for registration – see below.

Once a reader’s monthly allotment of articles is reached they are presented with a number of paid offers – please see below – that provide various levels of access to the publication’s content.

Keep an eye out here for additional Time titles powered by Tinypass in the coming weeks and months.

In-depth Research on All Things Bitcoin

Jul 01, 2015

Interest in and coverage of bitcoin has exploded over the past year and there is no better place to learn about the decentralized virtual currency than our publishing partner CoinDesk.  In their own words:

CoinDesk is the world leader in news, prices and information on bitcoin and other digital currencies.  We cover news and analysis on the trends, price movements, technologies, companies and people in the bitcoin and digital currency world.


CoinDesk uses Tinypass to sell a series of in-depth reports concerning bitcoin.  Check out the various reports for yourself here.

Different Audience, Different Economics

Jun 09, 2015

We are excited to welcome Slate into the Tinypass family of publishers.  In addition to our excitement, we are gratified that our platform is able to help Slate innovate and further develop its business model.  As is the case with many leading, US-based online media sites, Slate generates significant traffic from outside our borders.  Unfortunately that traffic hasn’t paid for itself the way that domestic traffic does at Slate, primarily through US advertisers.  As Julia Turner, Slate’s editor in chief eloquently explains here, US-based advertisers are only interested in reaching a domestic audience, hence:

“…outside the United States, we are not covering our costs.  That leaves us, as a business, with two choices: either make up for low ad rates by increasing the number of ads on the site, or turn to our readers to pay a fair share of the costs of producing the site.  We’ve opted to do the latter.”

Using Tinypass VX, Slate is introducing a paywall for international users.  The metered paywall will provide five free stories each month after which loyal visitors to the site will be asked to pay $5 a month or $50 a year for Slate Unlimited, which provides full access to all articles, videos, and podcasts on the site.

Does your site receive meaningful international visitors that you are having trouble properly monetizing? Drop us a line drop us a line at, we can help!

Tinypass & Time Inc.

Jun 02, 2015

As noted by Digiday, and a whole host of other outlets last week, Time Inc., the world’s largest magazine publisher, has selected Tinypass to help power sophisticated paywall implementations across its portfolio of titles. The first title to introduce a paywall on its site is Entertainment Weekly.

Using our enterprise platform, Tinypass VX, Time Inc. has taken a tiered approach to gating access to the site. After 10 free article views over the course of 30 days visitors who wish to continue viewing content on the site are asked to register in order to unlock additional free article views – see below.

This registration layer to the meter is incredibly valuable as a subset of previously anonymous visitors, of which there are tens of millions to each month, now have a mechanism by which to identify themselves in return for additional access to the brand’s site. By studying the habits of its most loyal visitors, Entertainment Weekly can begin to understand what they value most about its site and content.

Beyond the registration portion of the metered experience, Tinypass VX presents site visitors with three paid options – see below – including a package that contains the print magazine as part of the offering. The approach that has taken to gating access to its site is just one of a variety of models that Tinypass VX supports.

Other Time Inc. titles have the flexibility of testing and deploying access models that best align with their audience and content. Cognizant of the fact that advertising is an important component of our publishing partners’ business models, Tinypass VX was configured to not count search and social media traffic against the free 15 articles that Entertainment Weekly currently offers, thus helping maintain the site’s reach.

If you like what you see from Tinypass and Entertainment Weekly, drop us a line at to learn more.