Mather Economics

Dallas Morning News: Building a Data-Driven Newsroom

How The Dallas Morning News embraces data to make critical decisions and grow revenue

In 2017, the The Dallas Morning News (DMN) was well underway with its third iteration of a paywall. The first launch of the paywall in 2011 locked certain content behind a hard paywall. This was based on a subjective decision by the newsroom and mirrored the content found in the print newspaper. The hard paywall was abandoned since it prevented growth in a key part of the engagement funnel with users unable to sample valuable content and understanding why they should pay. In 2017, the The Dallas Morning News (DMN) was well underway with its third iteration of a paywall.

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