1:12 pm - April 2, 2025
Fast Company and Inc implement changes to their paywalls, restricting article access for non-subscribers as they adapt to shifting traffic patterns and revenue models.
Fast Company and Inc have implemented significant changes to their paywalls, now restricting access to four daily articles exclusively for paying subscribers. This adjustment, part of a broader initiative by Mansueto Ventures, aims to enhance consumer revenue amid existing challenges with referral traffic from platforms like Google.
Stephanie Mehta, CEO of Mansueto Ventures, elaborated on the shift during the Digiday Publishing Summit held recently in Vail, Colorado. She highlighted the unpredictability of web traffic, stating, “The real reason for it … is that traffic is really fickle, and we have to find more ways to build a direct connection with our audiences [and] have that kind of stability that comes from having the subscription business.”
This is yet another example of a publisher realising they need to cultivate direct relationships with readers through subscriptions rather than relying on fluctuating external traffic channels.
Historically, publications such as Inc have been reliant on Google Discover for their traffic. Mehta acknowledged that the last six months have seen a decline in the reliability of this source, prompting a reevaluation of their dependence on past traffic performance. She said: “What we’ve learned is that you cannot rely on the past history of performance to determine what’s going to succeed going forward.”
Mehta noted that while Mansueto Ventures anticipates its consumer business, which constitutes one-third of its annual revenue, to experience low double-digit growth in 2025, the company’s advertising sales — which account for 55% of total revenue — are expected to grow only in the single digits, largely due to anticipated economic pressures. Her comments suggest that the organisation is preparing for a cautious approach to revenue management in light of these economic trends.
In addition to subscription revenue, Mansueto Ventures generates income through a variety of recognition programmes and events. These include prestigious franchises such as the “Most Innovative Company” and “Inc 5000,” along with the associated application fees and event attendance charges. Memberships for groups like the Fast Company Impact Council also contribute income, although specific figures regarding this revenue stream remain undisclosed. Mehta described these recognition programmes as “incredibly profitable,” highlighting the low overhead costs associated with licensing digital logos, which can yield substantial profits with minimal production expenses.
Source: Noah Wire Services
- https://digiday.com/media/fast-company-and-inc-tighten-up-paywalls-to-grow-consumer-revenue-amid-traffic-volatility/ – This article details the significant changes made by Fast Company and Inc. to their paywall strategies, confirming the claim regarding the restriction of access to four daily articles solely for paying subscribers as part of Mansueto Ventures’ revenue enhancement initiative.
- https://digiday.com/media/ai-powered-paywalls-and-the-trump-bump-a-look-inside-the-state-of-the-publishing-business/ – This source discusses the challenges faced by media companies regarding referral traffic, aligning with the assertion that Mansueto Ventures is adapting its content strategy due to the unpredictability of web traffic.
- https://pmc.ncbi.nlm.nih.gov/articles/PMC10311201/ – While primarily focused on another aspect, this research underscores the growing emphasis on digital evidence in investigations, which metaphorically parallels the need for media firms to rely more on internal data and direct connections with audiences rather than external traffic.
- https://www.courts.michigan.gov/492eca/siteassets/publications/benchbooks/evidence/evidbb.pdf – This document highlights the importance of reliability and data validation, supporting the narrative that media companies must increasingly seek stable and predictive metrics for subscriber retention and revenue strategies.
- https://substack.com/home/post/p-159279060 – This article discusses current trends in publishing paywalls, reinforcing the notion that many publications, including Fast Company and Inc., are adapting their paywall strategies to enhance subscription revenue amidst changing traffic patterns.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
7
Notes:
The narrative references recent changes in paywall strategy, suggesting contemporary relevance. However, it mentions ongoing challenges with Google referrals, which may need to be checked for recent updates, indicating some content could be dated.
Quotes check
Score:
8
Notes:
The quotes attributed to CEO Stephanie Mehta appear original, but attempts to trace earlier references yielded no results, thus suggesting this could be a unique use of her statements.
Source reliability
Score:
9
Notes:
The narrative originates from Digiday, a reputable publication recognised for media and advertising insights, enhancing its reliability.
Plausability check
Score:
8
Notes:
The claims regarding changes in paywall strategy and anticipated revenue growth seem plausible based on current industry trends. The discussion around traffic fluctuation aligns with known challenges faced by media outlets.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents timely updates on the paywall strategies of Fast Company and Inc., supported by credible quotes and sourced from a reliable publication. The overall claims align with observable industry trends, affirming its validity.
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