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“The heart of every perfectly executed paywall plan”: Customer focus is key to growing subscriptions

What's New in Publishing 07 Oct 2021 07:10

This article is an excerpt from our special insight report, Paywalls for Publishers. This free-to-download report aims to help you formulate an effective paywall strategy via insights and examples that have worked well for other publishers. The guide also examines how you can leverage your first-party data and build a supportive organizational culture to boost your paywall strategy.


Paywalls are just one element of the subscription strategy. They’re not going to work if not backed by high-quality content and effective user acquisition and retention plan. “It isn’t just about putting a paywall up,” says Lindsay Horrigan, GM, Consumer Subscriptions, Bloomberg Media. 

“It’s about building a consumer operation and speaking to your audience and your readers. How do you reach consumers? Where do you reach them? How do you make a high-quality value proposition? Those are all great fundamentals of a consumer operation.”

“Foundation for years of recurring revenues”

There is a direct correlation between reader-focus and subscription growth, according to FT Strategies’ Towards your North Star report. It is based on findings from the GNI Subscriptions Lab, a collaborative program by Google, INMA and FT Strategies in 2020. It had eight publishers participating from different European countries.

This article is an excerpt from our special insight report, Paywalls for Publishers. This free-to-download report aims to help you formulate an effective paywall strategy via insights and examples that have worked well for other publishers. The guide also examines how you can leverage your first-party data and build a supportive organizational culture to boost your paywall strategy.

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Paywalls for PublishersLindsay HorriganConsumer SubscriptionsBloomberg MediaGNI Subscriptions Lab
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