As part of News Corp Australia’s strategy to accelerate growth in digital subscriptions, customers are being offered — for the first time ever — the option of an app-only subscription for all four metro titles: The Daily Telegraph, Herald Sun, The Courier-Mail, and The Advertiser.
Complementing the recent upgrade of News Corp’s metro apps for mobile and tablet, the new app-only subscription offer is expected to deliver incremental growth in an expanding market of customers willing to pay for quality news journalism.
The new, revamped, metro apps are part of a larger redesign of News Corp’s digital products, improving and better aligning users’ Web, tablet, mobile, and app experiences.
Damian Eales, chief operating officer of publishing at News Corp Australia, says: “Continually improving the customer experience, and making news more accessible to more customers, is an important part of our growth strategy. We think this new offer is perfectly suited to a segment of mobile digital commuters who get most of their news on the run.”
News Corp Australia’s Chief Digital Officer Nicole Sheffield says: “Strong investment in our digital products, to enhance the customer value proposition and extend our audiences, is a clear strategic focus. We see an increasing number of people using apps, as the preferred channel for real-time news access on their devices. And with increasing audience numbers, we naturally expect the app to be an attractive medium for advertisers.”
In a highly competitive digital subscription market, this new app-only subscription is expected to grow new customer segments by complementing the newspaper reading experience.
“It’s important that we have a really strong, stand-alone mobile proposition,” said News Corp General Manager of Customer Marketing Brendan Collogan. “The product is designed for our readers that consume news on the go, who consume news on their mobile device. That’s why we felt it was prudent to introduce a product to specifically cater for those needs.”
The new Metro app-only subscription offers features that resonate and appeal to target segments, based on recent market research conducted by News Corp.
These features include: personalisation of news feeds by topic and location for the chosen masthead; flexibility to set alerts and notifications; unlimited access to live, up-to-the-minute news; interactive daily crosswords; live sport scores; a video hub; and importantly a new low price point. The new app-only subscription service costs users A$16 per month, with a reduced first month cost of A$8.
The launch campaign, created by advertising agency The Works Sydney, centres on the message “The news you choose: The stories that matter to you in real time.” It launched in November 2017 with a four-week, above-the-line campaign, including metro and community press ads, targeted display, mobile display, and video through inMobi, and OOH on bus interiors through APN in Sydney, Melbourne, Brisbane, and Adelaide.
The range of ads will communicate key benefits with a focus on local area personalisation and real-time news.
The product is expected to be rolled out across other regional News Corp titles and below-the-line marketing continues in 2018.