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Understanding how publishers deep into their digital subscription journey spark new ways of attracting users is pivitol for improving your own outcomes. Key themes for this module include: where to find new users and how to attract them to your news Web site; how to grow direct visits, manage social media, optimise search, and invest in paid marketing; and how to activate print subscribers to use your digital product. Featured case studies are NZME in New Zealand, Dow Jones in the United States, and The Economist in the United Kingdom.