“What we are trying to do is set up the biggest paid content experiment of all,” said Tomáš Bella, CEO of Piano Media. Addressing The Guardian’s Changing Media Summit on Wednesday, Bella talked about the mindset of the company as one that looks beyond the dualism of paid vs. unpaid—a mindset that seems to be paying off. The system allows readers to pay for access to a group of participating publishers. So far, the experiment has yielded promising results in the smaller markets of Slovakia and Slovenia: people are more likely to pay for this sort of inclusive paywall as opposed to paying for individual ones. The payment system has had no negative impact on traffic, and surprisingly, people even paid for content that was already free. “It is definitely not the articles we are selling,” said Bella, “we are selling peace of mind.” He likened it to the cable TV model of paying for a lot of channels, where most subscribers don’t watch most of the channels. Read more