In September 2023, INMA awarded 30 young professionals around the world with its fourth “30 Under 30” award as part of its Young Professionals Initiative. This is the 24th in a series of 30 features about the impressive rising media stars who are shaping our industry.
When he joined the German media startup The Pioneer in 2022, Moritz Johannes Klein wanted to make its value proposition more enticing. He created a business intelligence unit to analyse industry trends and conducted rigorous testing of pricing strategies.
Those efforts resulted in creating a longer introductory offer and changing the expectation of conversion rates — a move that paid off with a 30% growth in subscriptions.
“This approach not only accelerated our customer acquisition but also provided valuable data on customers who opted out after the trial phase,” he said, noting it now tailors special offers to the specific needs of potential subscribers.
The new approach has changed The Pioneer’s commercial outcomes and deepened its understanding of audience behaviour, resulting in a more customer-centric approach to business.
Moritz depends upon a multi-disciplinary approach and said collaboration is essential for overcoming the challenges in the modern news media landscape:
“Reducing silos and breaking down the divisions between journalists, developers, tech experts, and the business side can foster collaboration, innovation, and cross-functional problem-solving. Creating a learning environment can empower media professionals to adapt swiftly to changing trends and technologies, delivering more accurate and reliable content to their audiences.”