This is an interesting (and encouraging) move by publishers to increase their audience base and allow advertisers to reach non-subscribers.
While we expect to see luxury advertisers of high-end goods continue to spend a large proportion of their ad budgets in glossy magazines - this month's Wallpaper* magazine is a whopping 420-pages and includes 209 pages of adverts - they recognise the need to reach the next generation, "Gen-Z".
According to a report released by Kantar Millward Brown earlier this year, Gen-Z prefers advertising that is funny, has good music or tells a story. Video does this very well.
The Times of London has a loyal subscriber base, but for luxury advertisers hungry for video, paywalls are limiting. Since Sept. 17, Style, the Times’ weekly print fashion supplement, has published daily videos in front of its paywall to build its audience and give advertisers a way to reach the audience every day, rather than weekly in print.
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