For this project I designed the layout and the look and feel of the site, as well as write the initial code and styling of a standalone site for the Drupal developers to theme into the live site.
The Florida Times-Union was facing a roadblock of putting the website behind a paywall. Our solution to stave off this action was to create a premium experience for those that chose to pay a premium price.The philosophy behind this is that a premium price demands a premium product.
We achieved this by making a more delightful experience without the overbearing inclusion of advertisements, augmented with a clear and legible layout and styling, and exclusive features not found on the free site (e.g. Q&A sessions with writers, additional research data, unpublished images, a look into the reporters processes, etc.).
Additional revenue generation to offset display ads was to have some stories and exclusives be “sponsored”, as a way to integrate non-invasive advertising opportunities.