Generate new net revenue
Earn on every article a reader unlocks, with no cost outlay.
Make It Free delivers for Publishers
Four positive outcomes, all from readers who currently exit at your paywall.
Increase digital ad revenue
Every unlocked article is another page of display inventory.
Increase positive consumer engagement
Readers get what they came for, and they remember who gave it to them.
Increase emails from warm consumers
Your newsletter and subscription offer reaches readers after they’ve enjoyed your content.
Everything we add sits alongside and amplifies your current paywall. Nothing is taken away.
90–95%
of visitors to subscription sites never register or subscribe.
This isn’t a specific Publisher problem. It’s learned consumer behavior, the result of years of relentless email marketing across every industry.
Those readers walk away, and their revenue potential walks away with them.
Source: 2024 data extrapolated from Statista and self-reported data from The New York Times, Wall Street Journal and Washington Post. Bill Harvey, MediaVillage, Feb. 5, 2025.
Why consumers & we don’t share cold emails.
Consumers have spoken. The behavior is learned, and the data backs it up.
Learned behavior90%+
refuse to provide an email due to relentless marketing across every industry
Behavioral proof49%
of readers exiting a paywall say nothing will make them register or subscribe
Behavioral proof69%
often avoid clicking links to a website they know uses a paywall
Make It Free positively changes that behavior, and the trust readers give us is why they say yes.
Source: Based on a study of 2,509 consumers, ages 18–64, conducted by TOOLKITS, August 2022, and the Reuters Digital News Report (USA).
Let’s talk about email first.
Every publisher asks us about it. Here’s our straight answer.
At the paywall
Readers who exit won’t give their email to anyone. The only offer they say yes to is Make It Free, and that trust is exactly why we don’t pass their emails along.
Once they’re warm
Every month, we send your newsletter and subscription offer to these readers for free. After they’ve enjoyed your content, they opt in on their own terms.
The real question at the paywall is:
Wait for an email that isn’t coming, or earn net revenue from every reader currently exiting?
Every paywall has two ends.
You’ve built the back end for readers ready to pay. Make It Free is the front end to monetize everyone else.
95%
Front end: no intention to subscribe
Readers who clicked for one article and will exit at the paywall.
Make It Free turns them into net revenue and positive engagement.
5%
Back end: ready to pay
Your subscription paywall and dynamic back-end solutions for people that click.
You’ve got this, and we don’t touch it.
Make It Free significantly enhances your existing paywall.
Warm consumers provide more emails.
You get paid while readers build a relationship with your publication. Then we put your offer in front of them.
- 1
Get paid to build intent
Readers enjoy your perishable content for free, and Publishers earn net revenue on every article they unlock.
- 2
Your offer, free every month
We send your newsletter and subscription offer to this audience, after you’ve built a positive relationship.
- 3
They opt in
Engaged “free” readers become newsletter sign-ups and new subscribers, on their own terms.
Proven performance.
Performance data on hard pop-up paywalls.
10%of paywall traffic clicks
Make It Free
Make It Free
32%average sign-up conversion
4.2xaverage monthly repeat visits
80%of readers convert by their second view.
Views before sign-up
How it works.
Two taps from a closed paywall to an open article generates net revenue from everyone.
Reader clicks an article
- 1
Hits the paywall, taps Make It Free
- 2
Quick sign-up and opt-in
Reads the article. Publisher gets paid.
What Publishers get.
Everything adds to your operation. Nothing is taken away.
New net revenue
for every article viewed, with no cost outlay
Increase display revenue
from pages that would never have loaded
New subscribers
from positive engagement over time
Increase emails from warm consumers
newsletter and subscription offers to warm readers
Wider reach
social sharing grows your read-for-free audience
Audience insight
anonymized data on the readers who turn away
Brand demand
regional and national advertisers targeting your audience
Easy integration
paywall-agnostic, typically live in 2–3 weeks
No risk
90-day guarantee on new subscriber activity
Schedule a presentation
If your publication has more than 5M in monthly traffic, reach out today to schedule a 15‑minute presentation.
Prefer email? help@mifpartners.com
