Sport has always been a powerhouse for engagement at DC Thomson’s news brands, The Courier and The Press & Journal. However, when we analysed conversions, we found a gap: sport content was driving significant traffic, but those readers were not converting at the same rate as other content categories.

This insight sparked the idea for the Sport Pack, a dedicated subscription tailored for highly engaged sports readers.

Starting the Sport Pack

We began by digging into audience data, identifying that sport readers exhibited high engagement but low conversion rates. The key takeaway? They were deeply invested in their favourite teams and local coverage, but a full digital subscription didn’t always feel necessary for them.

This insight led to the hypothesis: If we offered a lower-cost, sport-only subscription, could we convert these engaged users into paying subscribers?

Collaboration was crucial to making this idea a reality.

The digital subscriptions team worked closely with the editorial and audience development teams to ensure that the Sport Pack aligned with content strategy and user behaviour. Editorial teams adjusted their approach by prioritising exclusive, in-depth analysis over standard match reports, while audience development helped optimise content and engagement strategies.

To test this, we launched an A/B experiment with three different pricing structures:

•  £1 for three months.
•  £3 per month.
•  £3 for three months.

The experiment revealed that while the lowest price point attracted sign-ups, retention was weaker. Meanwhile, the £3 for three months offer delivered a 15% uplift in conversions compared to the monthly rate, proving it was the optimal balance between affordability and long-term retention.

Marketing the Sport Pack

To promote the new offering, we launched a multi-channel marketing campaign designed to reach both engaged sports readers and potential new audiences. The campaign included:

• Targeted digital ads: We placed subscription-focused adverts across our digital platforms to boost awareness of the new pack.
• Social media promotions: Organic and paid campaigns ran on our team-specific Facebook pages, ensuring we reached the most passionate fans.
• E-mail marketing: We identified registered users and sent personalised campaigns highlighting the benefits of the Sport Pack.
• Print and radio ads: Messaging reinforced the exclusivity and value of the Sport Pack, particularly for audiences already engaged with our brands.
• Podcast promotion: The Sport Pack was promoted through our TWA Teams football podcast, featuring live-read sponsorships and host endorsements.

This sustained, multi-touchpoint approach ensured we maximised visibility and reached potential subscribers at multiple points in their user journey.

Results and impact

The impact of the Sport Pack exceeded expectations. Within months, we saw:

• 2k+ Sport Pack subscribers.
•  35% uplift in conversion rates.
•  48% higher retention rates compared to standard subscription.
•  44% better engagement among Sport Pack users.
•  162% increase in Sport newsletter sign-ups year-on-year.

The introduction of this tailored subscription not only drove immediate conversions but also proved to be an effective entry-level product. Many Sport Pack subscribers later upgraded to full-access Web Packs, demonstrating its role in building long-term customer value.

We learned some key takeaways from this, which included: 

1. Niche subscriptions drive growth. A targeted approach allowed us to monetise highly engaged readers who previously would not have converted.
2. Cross-functional collaboration is key. Editorial and audience development teams played a pivotal role in shaping the Sport Pack’s success, from refining content to enhancing user engagement strategies.
3. Pricing experimentation is essential. Testing multiple offers revealed the price point that balanced affordability with long-term subscriber retention.
4. Premium content fuels conversions. Exclusive insights, analysis, and behind-the-scenes coverage proved to be more valuable than traditional match reports.
5. Flexible offerings reduce churn. The Sport Pack now serves as both an upgrade path and a downgrade option, helping us retain subscribers who might otherwise cancel.
6. Multi-channel marketing is key. A well-rounded promotional strategy ensured sustained awareness and consistent acquisition momentum.

By focusing on our audience’s needs and refining our approach through data-driven testing, the Sport Pack has successfully transformed our sports content into a sustainable, revenue-generating product.

This initiative has not only increased conversions but also reinforced our commitment to delivering tailored experiences that maximise reader value and long-term retention.

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