Subscriptions

How TheStreet Used Predictive Data Models to Optimize Pricing & Renewals
January 15, 2018 at 9:05 am

Jill Marchisotto, senior director of marketing at the financial news brand TheStreet, was brought on in 2016 with the task of improving retention while optimizing subscription prices. TheStreet varied pricing for individuals in the past, charging more to subscribers that were willing to pay a higher price and less to those who weren't, but there…

WaPo Hits 2nd Year of Profitability, Plans Expansion
January 10, 2018 at 1:48 pm

The Washington Post will celebrate its second consecutive year as a profitable company by adding to its business and technology teams in 2018, according to a memo to staff from Post Publisher Fred Ryan obtained by Axios. The team of nearly 800 journalists will be acquiring additional space in its headquarters building in downtown Washington…

What Happened to Creative Subscription Marketing for Magazines?
January 5, 2018 at 9:29 am

As an outspoken advocate of newsstand sales and someone with experience in circulation marketing, I find there is a correlation between the loss of newsstand sales and the reduction in creative direct response subscription marketing. Sure, today there is a heavy reliance on internet sales … whether it is going through online subscription agents including…

3 Lessons Publishers Can Learn from the TV and Music Industries
December 19, 2017 at 12:52 pm

This is an incredibly hectic, yet exciting, time for publishers. New platforms for distributing content are emerging and users’ behaviors are evolving. Media executives are being tasked with wading through the noise and uncovering solutions that will further meet the needs of today’s modern-day consumer. I am no stranger to this struggle, having co-founded German…

Why Publishers Are Shifting Focus to Engagement Metrics Over Pageviews
December 14, 2017 at 10:06 am

Metrics is one of those words… one of those soulless new media words… Modern. Mechanical. Menacing. Say it out loud three times and you risk being forever haunted by a pivot-table demon summoned straight from spreadsheet Hell. Or maybe that’s just me. Some (sick) people have been known to get incredibly excited at the prospect…

To Double Circulation Profits, The Economist Has 16 People Focused on Retention
December 8, 2017 at 1:31 pm

When ad revenue growth was strong, publishers could justify pumping up circulation numbers willy-nilly. With those days over, publishers like The Economist are turning their attention to retention. The Economist has set a goal of doubling its circulation profits by 2020. To do that, it needs to grow digital subscriptions, which number about 350,000 out…

NY Times Scales Back Free Articles to Get More Subscribers
December 1, 2017 at 1:40 pm

The New York Times, seeking to amass more paid subscriptions in an era of non-stop, must-read headlines, is halving the number of articles available for free each month. Starting Friday, most non-subscribers will only be able to read five articles rather than 10 before they’re asked to start paying. It’s the first change to the paywall…

Facing Programmatic Ad Challenges, ThinkProgress Pursues Membership Revenue
November 20, 2017 at 10:46 am

Add ThinkProgress to the list of publishers hunting for reader revenue. On Oct. 30, the left-leaning publisher launched a campaign to sign up 1,000 people for a new membership program by year’s end. The program aims to offset losses from programmatic advertising that the publisher says come from being classified as a site that focuses on…

Business Insider Website Rolls Out a Paid Content Offering
November 13, 2017 at 1:06 pm

Business Insider this week became the latest publisher to ask readers to pay for its content, launching a subscription offering aimed at die-hard consumers of financial news. The subscription offering, called BI Prime, has been tested in various formats for more than a year but was rolled out to Business Insider’s entire audience earlier this…