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Small experiments beat big ones, and other takeaways from BizLab’s public radio innovation summit
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Feb. 11, 2014, 11:11 a.m.

Guardian Media Group CEO Andrew Miller discusses the paper’s digital strategy in an interview with The Media Briefing’s Jasper Jackson. Miller expounded on The Guardian’s “known” strategy, which aims to collect more information on the site’s 40 million monthly visitors to better target products to them.

Miller acknowledged that The Guardian needs additional reader-generated revenue, but said its strategy is different than a standard paywall:

Will it be a wall between the reader and the content? No, it won’t be. It’ll be adding more value for people who want to get more involved in the Guardian, who feel passionate about the Guardian.

We recognise we have to get more direct-to-consumer revenue over time and the way we will do that is through membership-type propositions, but it’s going to be much more than a paywall. A paywall is to me an inverse loyalty scheme, where the more you consume the more you pay, which doesn’t seem to work.

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