Fairfax Media - Independent News for Independent Thinkers
Media associated with this campaign
Overview of this campaign
Getting people to pay for quality news content is a global challenge; most publications discount dramatically, resulting in revenue leakage and baked-in attrition. Fairfax knew it had to break this habit and return to full price to create a profitable and sustainable subscriptions business, plus to hit revenue targets it needed to convince an incremental 1% of its most engaged readers to pay: those hitting the paywall.
With over 50% of visitors a month generating paywalls based entirely around content consumption, our task was to convince these highly engaged, non-paying audiences to unlock the unlimited and premium content sitting behind The Sydney Morning Herald (SMH) and The Age’s paywalls. We needed to leverage both the content behaviours and high frequency paywall real estate to convince our best prospects that quality journalism was worth paying for - and at full price.
- Increase paywall conversion
- Increase subscriber acquisition rates
- Deliver incremental revenue from new full price subscriptions
- Decrease attrition through discontinuation of discounted offers
The content-led campaign ‘Independent News for Independent Thinkers’ was launched at the SMH and The Age to redefine the paywall value proposition around quality journalism. We knew we had to connect the reader’s unique content persona with the paywall experience if we were to successfully leverage the new value proposition and introduce the non-discount pricing strategy.
Analysing 1st party content behavioural data from the last 30 days, we aligned each paywall prospect with their most dominant news section consumption, dynamically moving prospects between audience pools to ensure propensity was maximised. We additionally augmented this content data with product propensity to improve targeting and clickthrough e.g. matching the user with digital, print and international products based on their location data.
To personalise the entire on-site subscription funnel, the consumers’ content preferences were also mirrored on the subscription product checkout pages. As content engagement was the key factor in conversion propensity, this maximised the opportunity by aligning the subscription value proposition with our differentiator in market – quality, independent journalism – throughout the entire on-site customer experience.
Results for this campaign
By reflecting a reader’s content habits at our most important conversion points – and reaching them with the right message at the right time – we were able to truly change the story for Fairfax. Through leveraging the effectiveness of personalisation technology, we not only convinced more Australians to pay for the news, but that quality journalism was worth paying for – at full price.
As per the objectives:
Increase paywall conversion rates
- Increased conversion via the paywall by 21%
Increase subscriber acquisition rates
- Exceeded subscriber acquisition targets by 4%
Deliver incremental revenue from new full price subscriptions
- Increased total subscriber revenue by 7% YOY
Decrease attrition through discontinuation of discounted offers
- Decreased total subscriber attrition by 16% YOY