More than two-thirds of leading newspapers across the EU and US now operate some form of online paywall. The number has grown steadily since 2017 as publishers look for sustainable business models in an era of declining advertising revenue.
For law firms investing in PR, paywalls can sometimes feel like a drawback. If an article sits behind a subscription, it may seem harder to share or promote. However, this stance misses a key point: the rise of paywalls often signals that the publication is a premium title for the following reasons:
Paywalls support quality journalism
The shift to subscription models has allowed editors to prioritise in-depth journalism and specialist coverage rather than chasing clicks. Premium content models often place greater emphasis on expertise and analysis precisely the areas where legal commentators can add value.
For law firms, appearing in these publications can therefore enhance credibility. Being quoted in a respected title that readers are willing to pay for sends a powerful signal about the quality of both the publication and the expert being quoted.
Subscription audiences matter more than overall reach
One of the biggest misconceptions about paywalled media is that fewer readers automatically means less impact. In reality, the opposite is often true. Subscribers tend to be highly engaged readers who actively choose to pay for specialist reporting.
From a PR perspective, visibility among the right audience is usually far more valuable than broad but unfocused reach. Over the years, many lawyers told me that their ultimate PR goal is press coverage in The Times or FT or perhaps an interview on Sky News. While this might be the right approach for a divorce specialist, a property lawyer may find that engaging with leading trade journals such as Estates Gazette and Property Week could be much more valuable. The circulation figures of these titles may be dwarfed by their national counterparts but they are highly influential within their sectors.
Paywalls don’t mean invisibility
Even when an article sits behind a paywall, coverage rarely disappears from public view. Headlines, excerpts and journalist commentary are often shared widely through newsletters, social media and search results. Lawyers quoted in these pieces still gain visibility and association with the story and there is nothing stopping them sharing a link with a summary of the coverage on LinkedIn and with relevant clients.
If someone genuinely wants to read the article, a paywall rarely stops them. Free trials, corporate subscriptions and institutional access mean that many readers can still get behind the barrier. In addition, where a lawyer has contributed to or authored a piece, editors will often allow the article to be shared in full on social media provided permission is sought and the original publication is properly credited with a link back to the title.
Another important consideration is your law firm’s relationships with target publications and the journalists who write for them.
Business and legal journalist Maria Shahid recently shared an experience where an expert she had previously quoted declined to contribute to a new article because the earlier piece was published behind a paywall.
Many freelance journalists, like Maria, write for multiple publications, each with its own audience and access model. Some articles will inevitably sit behind paywalls.
Refusing to engage with journalists on that basis risks damaging valuable media relationships unnecessarily. From a media relations perspective, maintaining open dialogue with journalists is always the better long-term strategy.
The bigger picture
The rise of paywalls reflects a fundamental shift in how journalism is funded. Rather than seeing them as a barrier, law firms should recognise them as a sign of a changing media landscape, one where quality reporting is increasingly supported directly by readers.
For law firms building their profile in the media, appearing in respected subscription titles can be extremely valuable. These publications often reach engaged, influential audiences and carry strong editorial credibility.
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