There's an interesting article at AdAge noting that while there are various paywalls going up, there are also a growing number of advertisers willing to pay to take down the paywall
... and they're willing to pay more than it would have cost to just advertise. For example, Lincoln "paid" for a bunch of people to get the new NY Times' paywall for free, and Volvo is paying for a bunch of people to get free streaming video of Major League Baseball content. What strikes me as amusing about all of this is that the folks putting up these paywalls keep insisting that "advertising alone" can't pay enough... and yet here they are more or less admitting that advertisers are happy to pay "enough," if they're given a promotional package that brings benefits to them. Of course, the silly part of this is that part of that "benefit" to the advertisers is the perception
that they're helping people take down the paywall. If that's really true, perhaps we should set up a paywall here at Techdirt just so
some advertisers can "pay" to take it down. Any interest? Let us know...