Experimenting, testing, and learning are keys to growing a digital subscription business

By Shelley Seale

INMA

Austin, Texas, USA

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The most important thing for success in digital subscriptions is growing a test and learn strategy, according to Patrick Appel, director of research at Piano.

Appel took a few moments at the INMA Media Subscriptions Week in February to talk about his advice for publishers.

“The more you can shorten your learning cycles, the more you can go and try things in market and be experimental, the faster that success rate is,” Appel said. “Where we see underperformance is someone who goes in, they don’t give a lot to something before they set it up. They go out into the market and they just let it sit, and they don’t have this kind of learning cycle.”

Media Subscriptions Week was all about members learning best practices, then going back to their companies and implementing those, he said: “The faster you can get at that is how you can grow these businesses quickly.”

About Shelley Seale

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