Readers First Meet-Up: Subscriber Retention During the Downturn
Presented by Grzegorz (Greg) Piechota, Researcher-In-Residence, International News Media Association (INMA)
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Originally presented: 16 April 2020
In recent weeks, news publishers saw a significant COVID-19 bump in online subscriptions. One-third of the Top 50 publishers offered free or discounted introductory trials. As the trial periods expire and the interest in virus-related coverage decreases, retention becomes the focus. In a just-in-time Webinar, Grzegorz (Greg) Piechota, researcher-in-residence at INMA, and his guests will discuss how to retain the new subscribers attracted by the COVID-19 coverage when the interest wanes; how to save "slam-on-the-brakes" customers who experience extraordinary hardships, as the economy dives and jobs are lost; and how to bring more cash and maximise revenue from wealthy customers who remain confident about the stability of their finances.
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