
Results of a 400% price increase after 4 years at Politiken
INMA Presentation File
23 February 2021
Read More“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members
INMA Researcher-in-Residence Greg Piechota is spending a lot of time focused on the smart pricing of subscriptions these days. And if Greg is interested in a topic, the media industry should be, too. “A lot of publishers built volume of subscribers in the COVID year because of the COVID bump. But now actually is the time to make it a real business,” he says. Pricing is the fastest and most effective way for media businesses to increase profits. In the COVID year, pricing policy proved to be one of the most debated issues in the news industry, starting with decisions on whether to lift paywalls early in the pandemic, moving to different approaches to free and paid trials, and ending with the urgency to raise ARPU to make up for the lost ad revenue. Here is our curated selection of what INMA members saw as the most profitable approaches to pricing in the short and long term, as well as the best practices in introducing price increases.
— Dawn McMullan, INMA
INMA Presentation File
23 February 2021
Read MoreDuring 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
Read MoreResearcher-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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25 February 2021
Read MoreResearch 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
Read MoreAs 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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28 February 2020
Read MoreThe 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
Read MoreKnowing 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
Read MoreResearcher-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
Read MoreSchibsted 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
Read MoreWill 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
Read MoreWill 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
Read MoreSvenska 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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18 October 2022
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11 October 2022
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10 February 2022
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10 February 2022
Read MoreA 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
Read MoreThe average digital-only subscription revenue per paid customer has grown 9% in the past 12 months.
08 August 2021
Read MoreSubscription 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
Read MoreAudience 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
Read MoreReducing 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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23 February 2021
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23 February 2021
Read MoreINMA 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
Read MoreA 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
Read MoreA 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
Read MoreThe 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
Read MoreThere 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
Read MoreAlan 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
Read MoreRecent 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
Read MoreSubscribers 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
Read MoreResearcher-in-Residence Grzegorz Piechota shares his most recent research on targeted paywalls, churn benchmarks, and cross-regional news bundles.
02 June 2020
Read MoreThe 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
Read MoreAs 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
Read MoreLess free content and longer promotional periods are two noteworthy trends in the digital subscription space.
27 January 2020
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