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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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digital subscriptions best practices

Digital SubscriptionsBest Practices

Tim Thomas

SVP, Business Development

slide2

Industry Challenge

NAA says print ad revenue declined by almost 50% in past 4 years

slide3

Industry Response

  • Cut expenses

Fewer pages

RIFs

No promotion

Centralize

slide4

Industry Response

  • Cut expenses
  • Change printing and delivery

Outsource

Get out of the mail

Print others

Deliver others

slide5

Industry Response

  • Cut expenses
  • Change printing and delivery
  • Raise print prices

Single copy

Home delivery

slide6

Industry Response

  • Cut expenses
  • Change printing and delivery
  • Raise print prices
  • More digital ads and services

Ad mail

Tablet

Mobile

Impressions

Directory

Video pre-roll

slide7

Industry Response

  • Cut expenses
  • Change printing and delivery
  • Raise print prices
  • More digital ads and services
  • Launch digital subscriptions

Meter

Hardwall

Press+

Registration

Intercept

Conversion

slide8

What do you have to believe?

  • 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
slide11

Use a metered approach

  • 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
slide12

Don’t be afraid to go low

  • 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
slide13

Meter most of your content

  • 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”
slide15

Stop the leakage

  • Apps
  • Mobile WAP
  • RSS feeds
  • Content alliances
  • E-edition
slide16

Package “All Digital Access”

  • Desktop site
  • Apps – iPhone, iPad, Droid phone
  • HTML5 site
  • Loyalty site
  • E-Edition
slide18

Use trial pricing

  • 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
slide19

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)
slide20

“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
slide21

Decide rules and process for

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
slide22

Set institutional pricing

  • Libraries, law firms, chambers, government, colleges
  • User ID/Password vs IP exclusion
  • Set annual rate per person
  • Higher per-person discounts for more people
slide24

Announce ahead of time

  • Publisher letter to readers
  • Press release
  • FAQs
  • Employees
slide25

Anticipate reader issues

“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+
slide28

Promote in all channels

  • 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
slide29

Anchor homepage link to splash page

  • Up at launch
  • Makes it easy for people to buy
slide30

Pay Attention

[The 5th P of Marketing]

slide31

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
slide34

Ad revenue grew

While adding a new revenue stream

ad