The Number One Driver of Subscriptions

These days, nearly every digital publisher utilizes some kind of reader revenue strategy, but when Jessica Lessin quit her Wall Street Journal job and launched The Information in 2013, it was still a novel concept. At that time, the paywalls that existed were usually metered, but Jessica was among the first to place her website's entire library of content behind a hard paywall. If you wanted to access to any of its articles, you needed to fork over up to $400 a year for the privilege.

In our interview, I asked Jessica about why she chose that model, how her journalists compete with much larger publishers for scoops, and what marketing strategies drive the most paid conversions.