In an age when most readers avoid paywalls like the plague, a new model is emerging to help publishers recapture lost revenue — without cannibalizing existing subscriptions. The team at Make It Free recently presented their compelling front-end paywall solution during a Local Media Association webinar, outlining how their platform can transform the behavior of “no-intention” visitors — the 90%-plus of your audience who bounce at the paywall and never return.

Here’s a deeper look into the strategy, data and opportunity behind Make It Free’s approach.

The paywall paradox: Necessary but incomplete

Paywalls are essential for modern news organizations. They help convert loyal readers into paying subscribers, providing critical recurring revenue. But what about the 90% or more of visitors who hit the wall and leave?

According to 2024 data from Statista, the New York Times, Washington Post, and Wall Street Journal, only about 3% of visitors subscribe and another 7% register. That means 90%-plus exit without sharing an email — and research shows nearly half of them never will.

Even more concerning? 69% of consumers say they actively avoid clicking links to outlets they know have paywalls. It’s not just a missed opportunity — it’s a full stop in the relationship.

Make It Free: A front-end solution for the other 90%

This is where Make It Free comes in. Their platform doesn’t replace your existing paywall — it complements it by targeting readers with no intent to register or subscribe. Here’s how it works:

  1. A user clicks a story link and hits your paywall.
  2. Instead of a hard stop, they see a new option: “Read article free with Make It Free.”
  3. They click the button and complete a simple sign-up.
  4. In exchange, they agree to receive four sponsored emails from a brand — and you, the publisher, get paid 10 cents per article accessed.

Readers don’t register with your publication or subscribe — but they still engage with your content, and you earn net revenue every time they do.

Real results: Engagement and revenue without cannibalization

Initial data from 10 months of working with publishers shows:

  • 32% conversion rate when users are offered the Make It Free option.
  • Users engage 4.2 times per month on average.
  • No negative impact on existing subscriptions reported by publishers.
  • Projected net revenue of $150,000 per year for every 1 million monthly visitors.

Even better, Make It Free includes delayed email gratification — they send your newsletter or subscription offer to participating readers once per quarter. It’s a strategic ask at the perfect time: after the user has built trust and found value in your content.

Solving for consumer behavior

Make It Free’s success is rooted in behavioral psychology:

  • 49% of people say they’ll never register or subscribe.
  • Relentless email marketing across industries has made consumers wary of giving out their contact info.
  • Instead of forcing registration, Make It Free offers a value exchange that respects privacy and builds positive associations with your brand.

The result? Readers who would’ve bounced now read, engage, and return — creating new revenue and potential subscriber leads without eroding your base.

Easy integration and full control

The Make It Free plugin integrates seamlessly with major paywall systems like Piano and, soon, Blox Digital. Publishers retain full control over:

  • Which industries can advertise to their readers.
  • How many free articles are accessible.
  • Revenue terms and potential adjustments.

Implementation is straightforward: a three-week process from planning to launch, with a dedicated support team to ensure success.

The bottom line

Make It Free isn’t a replacement for your paywall. It’s a revenue unlock for the audience you’re not reaching — a bridge between content and conversion for the no-intent reader.

If you’re turning away tens of thousands of readers every month, you’re also turning away tens of thousands of dollars in untapped value. Make It Free changes that equation — and does it with minimal risk and zero upfront cost.

For more information about Make It Free, reach out to Wade Bradley and Kevin Smith.

The webinar recording is available here: Unlock hidden revenue: Monetize the 90% exiting your front-end paywall (Passcode: $Y2k0iay)

Previous webinars:

Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.