Case Study: The Post and Courier achieves total revenue growth with Piano

The Post and Courier boosts paywall revenue 57% with Piano

The Post and Courier, a leading independent news organization in South Carolina, partnered with vendor Piano to address a key challenge. While its subscription-first model was successful, its newsroom, subscriptions, and advertising teams operated with different KPIs and tools. This siloed approach meant optimizations for one revenue stream, like paywall exposures, could unintentionally hurt another, like ad inventory, leaving additive advertising revenue untapped.

Piano implemented its Ad Revenue Insights (ARI) solution to create a unified operating layer for total revenue optimization. This allowed The Post and Courier to use a dynamic paywall that maximized total audience value and fostered cross-departmental collaboration. The results were significant, including a 57% period-over-period growth in paywall revenue, 17% year-over-year subscription revenue growth, and a 16% increase in ad impressions, all while maintaining its reader-first mission.

The Post and Courier