On Wednesday, the WAN-IFRA New Media, New Challenges, New Business study tour visited The Boston Globe to learn about its innovative approach to paid content.
Jeff Moriarty, Vice President Digital Products, told the group about the new two-website strategy, launched a year ago. Since 1996, the publisher had been running the free Boston.com website, focused on lifestyle, sport and living in and around Boston. At the end of 2010, Forrester was brought in to help identify different user segments, and found three clear groups: print engaged users, who essentially like the print format and experience and are willing to pay, online/mobile engaged users, who dip in and out, like to curate their own content, and have some willingness to pay, and finally casual users who have no willingness to pay.







