which I had been paying for since the newspaper completely closed its contents and opted for paid access. The experience, in the first weeks, had been quite bad on a technical level, with links on social networks that did not recognize that I was logged in and some other issue. Cocos Islands Keelings Email List I had forgiven him because they were his first weeks, although since then the experience at the user experience level seemed worse than other newspapers to which I also subscribe.

The last update of your app was the user experience that was my limit. The app has started incorporating full-screen ads, similar to those of gaming apps (but which are free). As I verified, the application had not logged me in, something common in each of the updates, so perhaps that is the experience for those who do not pay. Or maybe not, because the payment experience does not mean that you stop receiving advertising everywhere. The ads are there when I browse from my browser in the newspaper. All this marks the context in which, at the beginning of the week, I ended up unsubscribing from the newspaper.

A friend who was also a user told me that she was fed up with the user experience and the huge amount of ads. “It is too much publicity and I am already paying for that service,” he explained. He was going to unsubscribe, he told me. His discharge was my reminder that I should do the same. The list of paid media, streaming services, and even books on demand is too long. If one does not give me a positive user experience, at this level of subscription fatigue I end up unsubscribing. With newspapers, my threshold of ‘forgiveness’ in the face of problems and bad experiences is a little higher – perhaps because of that of sectoral solidarity – but if HBO has never loyal me because its service is too limited, why did it continue to forgive the failures of an online medium? Loyalty requires a good experience This whole story is personal and anecdotal, true, but it allows us to reflect on a question.

Now that online media have launched into the conquest of the paywall and now that for many of them it has become the great hope in the face of the fall in paper revenues and the advertising crisis, the time has come for them to understand the importance to build loyalty. The great challenge is not only in achieving new registrations and in having Internet users pay for your service that first month at a reduced price. The challenge is that once that period passes, they stay with you and do it in a sustained way over time. I’ve forgotten how long I’ve been paying for Netflix and found out the other day that I’ve been paying for Scribd for years. I have never unsubscribed from either of them because the service is, in both, comfortable and ‘usable’ enough that using them is not very frustrating and practical. Online newspapers should aspire to this with their paying users and not assume that their star firms will be enough to retain the mass of readers.

At the end of the day, few will be those who are willing to pay 12 euros a month or some similar amount to read a couple of columns, no matter how good they are and as dramatic and terrible as it may seem when you think from within the press. The contents are crucial and very important (no one is going to pay for a medium with a great browsing experience but that only rings agency tickers or news without less interest), but they must be presented in the most comfortable and accessible way for the user final.

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