Stephan Goss

So that's part of their revenue model is ads, part of their revenue model is a paywall.

And so we really see ourselves more as a, maybe not a paywall replacement, but as a much better addition to that, right?

For example, you say, hey, you've seen your 10 articles you have to pay.

Our offer is basically, hey, either pay or register, right?

The registration will have some inherent value to New York Times to begin with because they can remarket to it, right?

But we can then also monetize them and pay them $2 per registration, right?

It's a much lower friction way of getting some extra revenue from each user and getting it much quicker.

So it's really more—so it'd be more of a—

we're not the only revenue source for a company, right?

We're incremental and we really add in pretty well with the existing ad model.

And even with a paywall model, it's just kind of a nice alternative to have to test.

Well, so A, it's going to be much more complicated to custom write the questions for each of the articles.

So the questions are built to be more broad.

Would it work in that context?

Absolutely.

So I think it has to be enough of an incentive, though, for users to actually sign up.

So we basically see one single content piece as potentially not enough of an incentive to sign up.

I think, right, and I think to the company itself,

um people probably don't want to take a survey 12 times right they don't want to come back and every time they see an article they want to take a survey right that's going to just end up being the ad model all over again you just don't know that from the cookie they've already taken it and only show them the pay option not to take the quiz option oh sure absolutely right but i mean then you you're much better off doing it on registration in our opinion and so that's actually going to be the big thing for us this year right we don't really know where it's going to work the best yet so

trying all these different options, right?