Walling off Your Customers
I’ve always believed that "premium" content or sections of your web site which are password protected set up an complex barrier for your visitors. There’s nothing that turns me off quicker than a web site where I’m forced to register before I can see what’s there.
This very thing came up yesterday in a discussion about The New York Times "premium" content approach. Here’s more information about that session.
The most relevant quote (from the Times own director of entertainment, video and audio) was " New generations will never get exposed" which is pretty relevant for arts organizations own strategy to find younger audiences.
Many arts managers think that creating password protected pages will make their sites more valuable – and I think that the opposite is true, and it seems others do too.
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