Best Practises of Subscription Leaders
About this premium video
Moderated by Yasmin Namini, digital media consultant and advisor, this session reviews what the current state of subscriptions is: what subscription products - new and improved ones - do publishers see successful in the COVID era? What areas of coverage or experiences delight the audiences? What data and technology support new product development? What marketing mix works best to attract new segments of customers? What is the role of customer service in digital relationships? First we hear from Paul Fichtenbaum, chief content officer with The Athletic, who shares how the Athletic rethought a journalism product for digital subscriptions. Next, Mayur Gupta, chief marketing officer for Gannett shares lessons about strategy, people, and culture change while mobilising for growth. Adrian Lee, senior vice president of audience growth at the South China Morning Post (SCMP), walks us through how SCMP experimented with access models, helping to make paywalls agile. Speaking of paywalls, Gordon Edall, co-founder and chief revenue officer of Sophi.io, talks about the next generation of paywalls and what The Globe and Mail learned from its intelligent paywall engine. Then we turn our focus to acquisition when Agustina Roncaglione, head of subscription acquisition with La Nacion, discusses how they developed benefits, segments, and channels. Patrick Tornabene, chief consumer revenue and strategy officer with Newsday, discusses raising the ceiling of digital subscriptions and growth at Newsday after the pandemic. Lastly, Laurie Truitt, VP of global consumer growth with Time closes out the session by sharing how Time is connecting strategy, tactics, and organisation.