How a small town newspaper combined a WordPress paywall, free registration wall, and weekly email campaign to grow reader revenue and connect with subscribers across the country.
Launching a digital subscription paywall for a local news website in rural West Virginia might sound like a tough sell. With limited broadband access and spotty cell coverage, many publishers assume a paid digital news strategy will not work in small towns.
The story of The Welch News shows that local journalism can thrive when you pair a paywall with a free registration wall and automated email marketing.
The Welch News: From Print to Digital
The Welch News serves McDowell County, West Virginia, with a print circulation of about 2,500. The town itself has around 2,000 residents. Before 2020, the paper focused entirely on print. Like many local publishers, they needed a way to grow revenue, expand their audience, and keep local news sustainable.
Building sustainable income with a free registration wall
Working with Publisher Melissa Nester, we created an affordable WordPress-based solution that launched on January 28, 2020. The strategy included:
- A free registration wall that collected reader emails from day one
- An automated weekly email campaign that sent headlines and links to registered readers, driving them back to the website
- Upgrade messaging prompts for free registration readers after 1 article
This combination gave The Welch News a direct line to its audience and a powerful funnel for turning casual readers into paying members.
Results: Digital Membership Growth
- 100 new paying subscribers in the first 10 days
- Nearly 200 total subscribers within three months
- Thousands of registered readers receiving the automated weekly newsletter
Importantly, subscribers came from both McDowell County and from across the United States. The digital membership model expanded their reach beyond the local community and kept people with ties to Welch engaged with hometown news.
Why This Strategy Worked
- Free registration wall built an audience fast
Collecting emails before asking for payment allowed The Welch News to grow its audience, communicate consistently, and create a natural upgrade path. - Weekly automated email campaign drove traffic
Regular emails reminded readers to come back, increased page views, and gently encouraged conversion to paid membership. - Flexible subscription and membership options
Digital only, print + digital, and trial plans made it easy for readers to support local news in the way that worked best for them. - Hyperlocal content that mattered
Focused, relevant reporting made subscribing feel essential for anyone who wanted to stay connected to the community.
Key Takeaway for Local Publishers
A combined approach with a registration wall, automated newsletter, and paywall can be the perfect strategy for local news. It captures casual readers, keeps them engaged through consistent email touchpoints, and converts them into paying subscribers.
Even in rural areas, this model can deliver sustainable reader revenue and strengthen community connection.
Considering a paywall and registration wall for your news site? Start with free registration, build your email list, and use automation to nurture readers toward membership and donations.
