Building the Brand: Why AAAS Introduced a Metered Paywall

When you want to get the latest news on international science policy, view rich multimedia pieces that span scientific disciplines, or follow the latest offerings from award-winning science writers, there’s a good chance News from Science is your go-to source.

And the group behind the brand wants you to know that.

So when the American Association for the Advancement of Science (AAAS) — the world’s largest multidisciplinary scientific society — made the decision to add a metered paywall to their News from Science brand, it wasn’t just to create an additional revenue stream. It was also part of a larger decision to build its distinctive brand value. 

A long-standing section in their flagship publication Science Magazine — one of six peer-reviewed academic journals AAAS publishes — News from Science had been available for free for decades. But AAAS wanted to set it apart from Science, while learning more about the users who visit, to drive AAAS memberships and newsletter subscriptions. 

To accomplish that, they called on Piano. 

Read the full story to find out why Science’s Digital Product Strategist Michael Hardesty called Piano “the perfect partner”.

Science Magazine partnered with Piano on the project, to:

  • Gain new audience insights

  • Ensure a friction-free user experience

  • Communicate brand value

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