Racing Post is one of the lucky publications that has its niche cornered. Similar to publications with a strong hold on their audience, it has successfully put online subscriptions to good use since the early 2000s. But not all paywalls are created equal, and Racing Post was working with a homemade solution that was no longer cutting the mustard. It decided to revamp its paid content strategy to better serve its consumers, grow subscriber numbers, and collect greater insight into its audience.