Which innovations in journalism are related to the marketing of the journalistic offer? How were these innovations developed and what influence do they have on the media company? Maike Körner, Korbinian Klinghardt, José Maria Valero-Pastor, Renée Lugschitz, Giulia Ferri and Mirco Saner provided answers to these questions at emma 2022 in Munich. The three-day conference was held at Macromedia University of Applied Sciences.

One focus of their presentation was on the innovation area of paywalls and paid-content. The researchers conducted guided interviews with experts from media companies in Germany, Austria, Switzerland, Spain and the UK and compared the results.

Key findings: The introduction of paywalls is strongly dependent on the personal commitment of senior executives and leads to people from formerly separate units increasingly working together.