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If you’re manipulating Lexical JSON directly (find-and-replace, content migration, programmatic editing), preserve the visibility property on cards. Stripping it resets cards to default visibility, which can unintentionally make members-only content public.
HTML and Call to Action cards support a visibility property that controls who sees that specific card. You can mix visibility within a single post, but card-level visibility only affects cards inside a post that the viewer can already access via the post’s top-level visibility. This allows you to do things like:
  • show premium content only to paid members
  • display an upgrade prompt only to free members
  • hide a sponsored block from paid subscribers
A card with visibility controls looks like this: 
{
    "type": "html",
    "html": "<div>Premium analysis...</div>",
    "visibility": {
        "web": {
            "nonMember": false,
            "memberSegment": "status:-free"
        },
        "email": {
            "memberSegment": "status:-free"
        }
    }
}
The visibility object has two sub-objects: web — controls who sees the card on the website:
  • nonMember — true means visible to everyone including non-members; false means members only
  • memberSegment — NQL filter for which members can see it (e.g., "status:free,status:-free" for all members, "status:-free" for paid only)
email — controls who sees the card in email delivery:
  • memberSegment — NQL filter for which members receive this card in emails
When all visibility toggles are enabled (the default), the card is visible to everyone everywhere. A card with no visibility property behaves identically — fully visible. Here are some common configurations:
Visible to all members (free and paid) on web, hidden from non-members
{
    "visibility": {
        "web": { "nonMember": false, "memberSegment": "status:free,status:-free" },
        "email": { "memberSegment": "status:free,status:-free" }
    }
}
Visible to paid members only
{
    "visibility": {
        "web": { "nonMember": false, "memberSegment": "status:-free" },
        "email": { "memberSegment": "status:-free" }
    }
}
Card-level visibility is a Lexical JSON feature. If you’re sending content with source=html, Ghost creates cards automatically and visibility settings aren’t available — work with Lexical JSON directly if you need them.