Publishers warm to DoubleRecall’s paywall buster

paidcontent reporting: It’s been a decade now that online publishers have wrestled with the same wretched dilemma: give content away for free and lose money or put up a paywall and lose audience. Now, finally, the logjam is beginning to break.
A series of subtle solutions are emerging such as metered paywalls that let publishers allow casual readers into their sites. But the cleverest idea yet may be from DoubleRecall, a startup whose ad tool is being embraced by major news brands.
We first met DoubleRecall last summer through this profile by my colleague Ryan Kim. Since then, the company’s concept is getting traction from publishers around the world.
The idea boils down to this. Right now, many sites stop readers in their tracks with a paywall like this one:
What DoubleRecall does instead is create an advertising roadblock that readers can hop over by typing in a word or two. For instance, you might be prompted to type in “vacation” in response to an American Airlines ad or “happy cat” in response to a Friskies ad. After you do that, you can read all the website’s stories for the rest of the day.
DoubleRecall has taken off in Europe where the company says its ads are being used by 20 publishers and over 200 brands. Here’s a Ford ad from the Slovenian edition of Cosmo where the reader is prompted to type “Fiesta trend:”...
http://paidcontent.org/2012/05/21/publishers-warm-to-doublerecalls-paywall-buster/