Reader Loyalty Clubs During the Lockdown and Beyond
Presented by Grzegorz (Greg) Piechota, Researcher-In-Residence, International News Media Association (INMA)
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Originally presented: 17 June 2020
News publishers across the world focus on loyalty, and some find success with structured reward programs for their readers. An INMA study of the top 50 biggest news subscription brands finds 22 brands having a sort of a loyalty or a membership scheme. Some of them aim at increasing satisfaction and retention of subscribers, some programs though wish to bring additional revenue. Among the rewards offered of the loyalty clubs, the most popular are experiences such as events, masterclasses and newsroom visits. The COVID-19 pandemic has influenced the loyalty clubs, e.g., shifting events from offline to online, and this INMA Readers First meet-up will uncover the latest trends and best practices.
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