The Washington Post Offers Exclusive Benefits in Push to Retain Subscribers
With help from Jeff Bezos’ money, The Washington Post has shown the ability to hit big audience gains and grow digital subscriptions, which passed the 1 million mark last year. Now, it’s facing the harder work of retaining those subscribers.
To that end, the Post is working on a few features just for subscribers. One is a new article format it’s testing, called News Reader. Users in the test are treated to a cleaner article page that features infinite scroll, indication of where the reader is in the article and in some cases, fewer ads.
For the first time, the Post will also introduce subscriber-only content. In the coming weeks, the Post will introduce a weekly, subscriber-only newsletter around the midterm elections. It’s also preparing an audio series called “American Stories” that will revisit recent Post stories. These will be emailed to subscribers as well as available on the site behind the paywall.