Apr 7, 2014

After jumping through enough ad hoops, a paywalled circus begins

Advertisers don't want to advertise to women in their 50s, and that was a problem for online startup The Hoopla. Now the business will shift to a risky revenue model derived from the audience.

Myriam Robin — Media Reporter

Myriam Robin

Media Reporter

A week from today, The Hoopla will test the dedication of its audience: it’s asking them to cough up to keep reading the site. In a media landscape filled with rivals such as Mia Friedman’s Mamamia, Fairfax’s Daily Life and even Private Media’s Women’s Agenda, the Hoopla will be one of the first to launch a paywall in Australia.


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