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Digital Subscriptions Best Practices - PowerPoint PPT Presentation
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Digital Subscriptions Best Practices. Tim Thomas SVP, Business Development. Industry Challenge. NAA says print ad revenue declined by almost 50% in past 4 years. Industry Response. Cut expenses. Fewer pages. RIF s. No promotion. Centralize. Industry Response. Cut expenses
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NAA says print ad revenue declined by almost 50% in past 4 years
- Cut expenses
- Change printing and delivery
Outsource
Get out of the mail
Print others
Deliver others
- Cut expenses
- Change printing and delivery
- Raise print prices
Single copy
Home delivery
- Cut expenses
- Change printing and delivery
- Raise print prices
- More digital ads and services
Ad mail
Tablet
Mobile
Impressions
Directory
Video pre-roll
- Cut expenses
- Change printing and delivery
- Raise print prices
- More digital ads and services
- Launch digital subscriptions
Meter
Hardwall
Press+
Registration
Intercept
Conversion
- We have unique, relevant content . . .
- . . . That some people are willing to pay for
- We have more page views than advertisers can buy
- Digital subscriptions and digital advertising can co-exist
- 8% of users generate 80% of your traffic
- 80% of users view 1-5 page views per month
- “Drive-bys” aren’t interrupted
- Heavy users are the most likely to pay
- Launched at 15 page views/30 days
- Lowered to 10 page views after 9 months
- Going to 5 page views this year
- Intercept rate: 1.5% of users see the “Stop” box
- Exempt home page, section fronts, classifieds, obits
- Meter staff stories, photos, video pages, breaking news, wire stories, talk boards
- When in doubt, meter it
- Let the market decide which content is “premium”
- Apps
- Mobile WAP
- RSS feeds
- Content alliances
- E-edition
- Desktop site
- Apps – iPhone, iPad, Droid phone
- HTML5 site
- Loyalty site
- E-Edition
- Reduces consumer perception of “ commitment risk”
- Automatically rolls to regular rate
- Gets credit card number
- Gets email address
- Gets physical address for better “match” to print subs
- High retention rate
Charge print subscribers for digital
(but at a much lower rate)
- Establishes value right away
- Digital has more content than print
- Digital is real time
- Conversion rate is about the same as registration
- Keep the charge on the statement reasonable (<$20)
“All” new print starts to include digital
- Introductory rate increased through most channels
- % increase allocated to digital circulation revenue
- Direct mail/FSI allows print-only start
comp accounts
- Exempt meter within your IP range
- Remote access for news, sports, photo
- Ad reps
- Agencies
- Large advertisers
- Content partners
- Other papers in your corporation
- Execs
- Bloggers
- Libraries, law firms, chambers, government, colleges
- User ID/Password vs IP exclusion
- Set annual rate per person
- Higher per-person discounts for more people
- Publisher letter to readers
- Press release
- FAQs
- Employees
“If you make me pay, I’ll just go somewhere else for my news.”
“Why do I have to pay for a digital subscription? I already pay for the paper.”
- Establish FAQs and post on your site
- Arm the newsroom and CSRs with FAQs+
- Email marketing
- Print ads, wraps and front page notes
- Contest on loyalty site
- TV spots
- Kiosk and door-to-door sales
- Direct mail and print inserts
- EZ-Pay postcards
- Subscriber bill inserts
Anchor homepage link to splash page
- Up at launch
- Makes it easy for people to buy
[The 5th P of Marketing]
Watch your digital inventory to
ensure ad commitments are met
- Used to having unlimited inventory
- Higher targeting should mean higher CPM
- Tighten up the discounting
- Kill “value added”
- Watch charity and house ads
While adding a new revenue stream
So, come on in. The water is fine.
