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Inside the Daily Beast’s corona bump in memberships

Digiday 28 Apr 2020 04:00
membership editor
April 28, 2020 by Kayleigh Barber

The Daily Beast’s membership product is helping mend the beating that its programmatic advertising business is taking right now.

The Daily Beast’s membership product, Beast Inside, has experienced nearly 100% growth in sign-ups when comparing the period of January 1 to March 15 versus March 16 to present, according to CRO Mia Libby. She would not share specific numbers. And those signups are yielding more revenue: The average order value on Beast Inside memberships is up 35%, she said.

Libby said that revenue from memberships — the second largest revenue stream for the Daily Beast — has increased “commensurate with subscriber growth.” She would not disclose exact revenue figures. Noteworthy, however, are the $1 one-month trials and 30% off annual membership discounts that are currently running on the site.

Some of the growth has been driven by making more of its opinion and analysis coronavirus coverage beyond the paywall — news related to public health and safety is in front of the paywall — but the biggest shift has been in its marketing, Mary Cullen, the Daily Beast’s head of membership said. 

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