Let’s face it: We are all fighting hard in the battle for audience. The competition for attention has never been so difficult, and some global players are not that keen to play fair. In addition to losing users, we are also losing engagement, recurrence, and depth. How can this be reversed? For those who have a solid subscriber base, the answer is to put the user at the center of the analysis. And, have no fear to go offline to attract digital readers.
At GaúchaZH is a digital platform that recently united the forces of two major newsrooms in southern Brazil (Zero Hora newspaper and Gaúcha radio station). Our subscribers are mostly print based, so we have the challenge of converting them to digital. And we are doing it. Our paywall is a modern combination of “freemium” and “metered” that allows testing of conversion hypotheses, with flexible parameter management and different rules per platform. The number of logged subscribers climbed from 23% last year to 35% in November — a 52% increase. Today, more than 82% of our printed subscriber base has created a login to our Web site. To get these results, usage and database management teams worked close to the IT and development team. And they work hard.
Here are some of the actions they have taken: