Earlier this week, CNN launched a digital paywall in a major strategic shift in its business strategy.
At the time, CNN Executive Vice President of Digital Products and Services Alex MacCallum wrote to staff that “in addition to unlimited access to CNN.com articles, subscribers will receive benefits such as exclusive election coverage, original documentaries, a daily selection curated of our most distinctive items”. journalism and less digital advertising”.
That exclusive content, it turns out, was closer than some expected.
On Friday, CNN released a short documentary (a “Flash Doc” in its parlance) called The masculinity campaignexclusively for CNN digital subscribers. The first in what is expected to be a regular cadence of exclusive video content for paying CNN users.
The masculinity campaign “look at how masculinity has always been at stake, even when a woman is running for office”.
The document was placed prominently on CNN.com's home page Friday, with a tag indicating it is “for subscribers.”
According to CNN, the Flash Docs unit will develop a series of documentaries that are 10 minutes or shorter to capitalize on news or moments that are in the zeitgeist, betting they will resonate with digital, largely mobile-first audiences.
CNN digital subscribers will also have access to a library of documentary projects (both short-form and long-form) from the unit, including features on Taylor Swift, Serena Williams and more.
The news organization is expected to roll out more content in the coming weeks and months created specifically for subscribers, looking to see what clicks and sticks. As CNN leans into its digital subscription business as a growth strategy, it will need to ramp up its exclusive offerings and figure out where its strengths lie.