As more media outlets implement paywall technology, they also want to have a freer hand in changing access control and metering policies easily and instantly. After all, a more flexible paywall offers the ability to make more customized offers to specific users and potential customers, leading to potentially more subscriptions in the long run. The Wall Street Journal, for example, found that ‘loosening’ its paywall and offering more content via specific metering rules would lead to a higher conversion rate. There are a lot of ways to do this, and given the somewhat unpredictable nature of online media, many outlets are experimenting with different structures to see what sticks. To make this as flexible as possible, paywall technologies need to be adaptable enough to let media companies “bend” their paywalls to meet their users’ needs and experiment with content sharing and access.