Time.com's Bold Move: How Removing the Paywall Revived Traffic and Growth
Learn how Time magazine adapted its digital strategy to thrive in today's media landscape.
Our Speakers
Jeremy Fremont
Director of Business Development
Jeremy Fremont is a digital solutions expert with over 15 years of experience helping both Fortune 500 companies and emerging startups build and grow their online presence. His expertise lies in the intersection of technology, content & business processes, making him qualified to analyze industry trends and shifts. Jeremy’s background in web design, development & performance optimization for various platforms gives him valuable insights into the technical challenges faced by enterprise publishers. His passion for creating value through digital innovation and his experience in eCommerce and accessibility provide him with an understanding of the digital publishing landscape.
Vahe Arabian
Founder and Editor in Chief
Vahe Arabyan is the founder of State of Digital Publishing, bringing over 15 years of expertise in digital media publishing and SEO to the table. As a seasoned consultant, Vahe specializes in helping publishers optimize their online platforms for improved performance, user engagement, and revenue growth. His data-driven approach to content strategy and SEO has assisted numerous enterprise-level publishers in navigating the ever-changing digital landscape. Vahe’s insights are informed by his deep understanding of sustainable business models for digital media and his hands-on experience with search engine optimization, information architecture, and editorial operations.
Watch Session
In this special WordPress teardown series, Jeremy Fremont and Vahe Arabian explore Time.com, which removed its paywall on June 1, 2023. And with this came a clear traffic recovery and an expansion in the publication's positioning and vertical expansion.
Time.com's Playbook: Balancing Traffic, Content, and Revenue
A roadmap for publishers navigating the shift from paywalls to open access in the digital media landscape.
Paywall Removal Impact
Time.com saw a clear traffic recovery after removing its paywall in June 2023, expanding its audience reach and content positioning.
Newsletter Strategy
Time focuses heavily on growing newsletter subscriptions, offering tailored options for different content categories to engage readers.
Trending Content Integration
The site prominently features trending topics like Taylor Swift, broadening its appeal beyond traditional news and politics coverage.
Print Magazine Revival
Contrary to expectations, Time's print magazine remains a premium asset, now marketed as a value-add to digital subscriptions.
Ad Strategy Evolution
The site incorporates video ads, native content, and brand partnerships, including controversial elements like Taboola feeds for monetization.
Content Traffic Drivers
Entertainment and coupon content surprisingly drive significant traffic, balancing Time's historical and political coverage.