Subscription publishers (still) have platform problems

Platforms played integral roles in helping publishers scale audiences. Now, they’re helping with publishers’ subscription ambitions, with new product features and programs to educate publishers just starting to pursue consumer revenue.

While publishers are heartened by these steps, many are wary. Not only do platforms have a history of changing their minds about how their products work, they are also limited in their ability to help publishers’ subscription efforts. Here is a rundown of what the platforms have done and the gripes that publishers still have with them. Continue reading “Subscription publishers (still) have platform problems”

Vanity Fair Introduces a Metered Paywall

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Screen Shot 2018-04-24 at 4.09.15 PMVanity Fair is the latest magazine to place its online content behind a soft paywall in a bid to drum up more consumer-driven revenue.

The Radhika Jones-led title becomes the third at Condé Nast to institute a metered paywall, following The New Yorker in 2014 and Wired earlier this year. Like Wired, Vanity Fair will allow visitors to read up to four articles for free each month, after which they’ll asked to subscribe at an annual fee of $19.99—the same price for both print-and-digital or digital-only subscriptions. Continue reading “Vanity Fair Introduces a Metered Paywall”

Using behavioural economics to convey the value of paid app subscriptions

Tips to better convert free users into subscribers

One key challenge subscription businesses face is that many users don’t perceive the value of paying. Google Play teamed up with The Behavioural Architects to explore how behavioural economics (BE) can be used to better communicate to free users the value of upgrading to paid app subscriptions. Continue reading “Using behavioural economics to convey the value of paid app subscriptions”

How Swedish tabloid Aftonbladet reached 250,000 digital subscribers

Swedish national tabloid Aftonbladet has become one of Europe’s biggest digital-subscriptions success stories.

The newspaper, owned by Scandinavian media giant Schibsted, has amassed 250,000 digital subscribers (at $7-$12 a month) since launching its digital subscriptions program in 2003, a lofty figure given Sweden’s population of 10 million. Aftonbladet made 255 million Swedish krona ($32 million) in profit in 2017, driven by both advertising and subscriptions, according to its latest financials released last week. Continue reading “How Swedish tabloid Aftonbladet reached 250,000 digital subscribers”

Future of news media: content, advertising personalisation

“The advertising industry long ago realised the benefits of targeting audiences that are likely buyers of the products they are promoting. “Auto-intenders” is a designation given to those individuals who have indicated an interest in buying a car through their actions online.

Advertisers will pay a premium to reach a targeted audience relative to a general one.Advertising products that offer audience targeting have grown at the expense of other types of advertising that do not.”

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Learning from the New Yorker, Wired’s new paywall aims to build a more “stable financial future”

Wired’s brand and mission may align it closely with the koan of the internet revolution that “information wants to be free,” but the days of unlimited free content at Wired.com are coming to an end. Starting today, visitors to Wired.com will be able to read four articles a month, plus a snippet of a fifth article, before Wired asks them to subscribe. A yearly subscription will have an introductory rate of $20 (final pricing is TBD), and will include access to Wired’s website as well as its print and digital editions….

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Spiegel Online CEO Jesper Doub on the pivot to consumer revenue, the duopoly and privacy regulations

Jesper Doub, CEO of publisher Spiegel Online, believes the time is right to create a subscriptions model. In a recent conversation, Doub discussed Spiegel’s reader-revenue strategy, the ePrivacy Regulation and the duopoly’s power. Our conversation has been edited and condensed. Continue reading “Spiegel Online CEO Jesper Doub on the pivot to consumer revenue, the duopoly and privacy regulations”

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