The article is devoted to description of content monetization strategies for the new media. The author defines four types of modern paywall-strategies. The first is named «hard paywall» which denied access to a content at all. The second soft paywall denied access to new media content in part. The hybrid paywall is a comlex business-model which includes both the hard paywall and the soft paywall. And the last paywall is premium. It allows access to general content not exclusive. According these types of paywallsauthor describes features of Russian new media’ paywalls, compares business strategies of such new media as TVrain.ru, Vedomosti.ru, Slon.ru. In conclusion author presents the main institutional contexts which can help to use different types of paywalls. First, the mass media outlet must have grass roots audience. Second, the mass media outlet must implement paywall by stages. Third, the hard paywall is most appropriated for broadsheets. Fourth, the mass media outlet must have optimistic business-plan for determination approximate price. And the last they must use paywall only in situation of economical and political stability.

Подробно описывается одна из современных стратегий монетизации контента интернетСМИ платная подписка (пэйволл). Автор детерминирует основные типы пэйволлов, применяемых в современных редакциях, приводит примеры их реализации в российской журналистской практике, формулирует положения, которые необходимо учитывать при введении пэйволла на сайте сетевого СМИ.