Politiken, Boston Globe, Malaysiakini share subscription pricing success stories
During the fourth of five modules of the INMA Media Subscriptions Summit 4.0, three news media companies shared their pricing journeys — explaining what has and has not worked along the way.
23 February 2021
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The more Dennik N readers pay, the less they read
Researcher-in-Residence Grzegorz Piechota shares how a Slovakian news site discovered its most valuable subscribers read little and didn’t care much about benefits. What can research teach us about this phenomenon?
15 July 2020
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What if readers who pay more actually read less?
Research studying 157 news outlets shows subscribers place much value on the non-editorial benefits of their news subscriptions, meaning the user experience likely is more important than premium perks.
15 July 2020
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Low price sensitivity opens doors for digital subscription pricing optimisation
As digital subscribers continue to grow as a share of total circulation volume, the need to monetise these audiences will become increasingly important.
29 September 2020
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What research, case studies indicate about raising digital subscription prices
The relationship between digital engagement, longevity, and price increases were the focus of an INMA Readers First meet-up, featuring case studies from Dennik N, Piano, and Mather Economics.
09 January 2020
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Segment customers by churn risk, price elasticity for long-term profitability
Knowing whether a reader is a high or low churn risk or has high or low price elasticity will help news media companies determine how to price and present products to them.
08 June 2020
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What do common paywalls, cancellation ethics, and engagement pricing look like?
Researcher-in-Residence Grzegorz Piechota reports on the state of paywalls in February and March, the ethics of charging readers who aren’t reading, and Financial Times’ engagement-based pricing model.
25 May 2020
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Schibsted shares its model for reducing repeat purchase behaviour
Schibsted is fine-tuning a model to reduce repeat purchase behaviour in subscribers who jump around trial periods and promotional campaigns. This long-term goal is working to evolve away from the discount mindset.
20 January 2020
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Former Spotify chief economist shares thoughts on pricing, bundling
Will Page, former chief economist for Spotify and author of the book Tarzan Economics, spoke to attendees at the INMA Media Subscriptions Summit in Stockhholm on Thursday about why media companies have far fewer subscribers than music subscription platforms.
09 March 2023
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Media companies should focus on reader needs over packages offered
Will Page, former chief economist of Spotify in the UK and author of Tarzan Economics; Robert Skrob, author of Retention Point; and Angelica Velati, head of news, partnerships, and ecosystem strategy EMEA at Google, shared their often different views of current news media priorities.
09 March 2023
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Svenska Dagbladet learns subscription, retention lessons from hit podcast
Svenska Dagbladet recently released a podcast — starting with two free episodes and followed by a few paid ones — that was its most successful product ever. Here are some thoughts from its editor-in-chief and CEO on how it plans to keep that subscription momentum going.
08 March 2023
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Protect high-rate subscribers from price increases to reduce price reduction requests
A tenured, high-rate subscriber who responds to a price increase notification by calling customer service to obtain a lower rate may cost the publisher more than the cancellation of a lower-rate subscriber.
12 January 2022
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Research shows the potential of digital reader revenue
The average digital-only subscription revenue per paid customer has grown 9% in the past 12 months.
08 August 2021
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Benchmarks show importance of news subscriber yield management
Subscription yield management, which includes pricing strategy as well as tactics related to audience revenue growth, is a field of analysis that has very high ROI for publishers. Here’s why.
12 April 2021
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Daily Memphian reaches 12-month subscription goal in 3 weeks
Audience testing allowed The Daily Memphian teams to deploy and manage offers, pricing, and messaging as they worked toward their launch. One year in, the company was able to increase its paywall rate by 30% and reach digital subscription goals.
29 March 2021
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Funke Mediengruppe almost triples digital subscribers in 1 year
Reducing the volume of advertising and increasing customer lifetime value (CLTV) were key to Funke Mediengruppe’s successful digital strategy, creating a business model to pay for local journalism.
28 March 2021
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The Matchup, Athletic share sports readership strategies, COVID bump continues
INMA Researcher-in-Residence Grzegorz Piechota digs into a new initiative among local publishers in the United States called The Matchup, as well as how The Athletic has doubled its subscriber base amid the pandemic. Also, news of the COVID bump coming to an end has been greatly exaggerated.
17 September 2020
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Casual payments could be the answer if media advertising vanishes
A Webinar for INMA members questioned what the media landscape would look like without advertising revenue and looked at potential transformation strategies to replace that revenue and grow more successfully.
09 September 2020
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The Hindu shares 7 fundamentals of a successful digital subscription business
A Webinar with The Hindu led INMA members through the seven fundamentals that have helped bring it digital subscriptions success — from pricing to embracing failure to prioritising journalism.
25 August 2020
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Finding out what audience “power users” want is key to charging for premium content
The Weather Channel has found success in charging for premium tools and content by identifying its power users and finding out what they want.
20 August 2020
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Weather Channel charges premium for content largely available for free
There is no data or content out there more readily available for free than the weather. But The Weather Channel has created a strategy that allows it to monetise a small percentage of its audience that is willing to pay a premium for better information and more powerful tools.
13 August 2020
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Times of London shares 10 lessons learned in a decade of paid content
Alan Hunter of The Times of London shared with INMA members paywall success lessons like committing to an initiative, creating a reader habit, and not giving away your content.
08 July 2020
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3 strategies to end your digital subscription plateau
Recent case study examples show extending promotional terms, increasing the amount of premium content, and reducing friction during the checkout process are a few ways media companies can break through and advance their digital subscription goals.
01 July 2020
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Trial subscription wins, loyalty club shifts amid the pandemic
Subscribers who converted during the pandemic are churning less than usual, quite likely because of the engaging news cycle. Another change during the crisis is a creativity of loyalty club programmes.
15 June 2020
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Paywalls that target users on propensity modelling outperform other models
Researcher-in-Residence Grzegorz Piechota shares his most recent research on targeted paywalls, churn benchmarks, and cross-regional news bundles.
02 June 2020
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Financial Times uses engagement-based pricing to better interact with group subscribers
The FT grants access to all registered team members or employees but charges only “core readers” who read nine or more articles a month.
31 May 2020
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Research: Publisher strategies to keep readers post-pandemic
As the coronavirus pandemic makes its way across Europe and into the United States, here is a statistical look at what publishers are doing with paywalls, discounted trials, and how much COVID-19 content audiences are reading.
31 March 2020
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8 trends help publishers get, keep digital subscribers
Less free content and longer promotional periods are two noteworthy trends in the digital subscription space.
27 January 2020
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