How Publishers Turn Readers Into Members — With Madeleine White

Madeleine White from The Audiencers and Poool unpacks how publishers build sustainable reader revenue.

Recorded live in Paris, this conversation explores how media companies move audiences from casual readers to loyal members and subscribers.

We discuss:

• How paywalls actually work
• Freemium, metered, and dynamic models
• Why most readers never convert
• Membership vs subscriptions
• Community-driven journalism
• Retention vs acquisition
• Balancing public interest with revenue
• When to automate — and when not to

Madeleine shares real-world examples from publishers including The Guardian, Financial Times, The New York Times, Le Monde, El País, and Daily Maverick.

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