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New Paywall Unlocked By Watching Web Vid

Ad Age | by TVNewsCheck

Publishers including Maxim, Radar Online, Guitar World and USA Today Sports Media are experimenting with a paywall that instead of charging readers requires them to watch an advertiser’s video. The tactic, which uses a system called Content Unlock from Genesis Media, is meant to help address the disconnect between advertisers’ interest in buying Web video and consumers’ desire to watch enough of it.