Approaching Paid Subscription Growth Like It’s 2019

We have reached a point at which paid subscription growth, for many media companies, feels unattainable. I both vehemently disagree and, sadly, agree. There are more tools than ever for reaching larger audiences (the disagree part), yet, most of the time, they are not deployed to their full potential (the agree part). Outdated thinking “No one is seeing an increase in paid subscription revenue.” “Of course I lowered the circulation revenue budget; it was unrealistic when the budget was created and it's proven to be unrealistic now.” “Our subscribers are dying off, and the ones behind them don’t want a print subscription.” “You should reward me for just maintaining a sellable circulation number.” Sound familiar? From my experience, this is usually the perspective of the same circulation (or audience development) professionals that are sending out postcards and emails with a homogenized message to a diverse audience expecting (cynically) to replace canceled subscriptions with new ones. “We will be incredibly lucky if we can keep revenue even close to even to last year. No one is growing paid.” Some will partially overcome shortfalls with “escalating subscription pricing,” which I discourage. Under this model, for example, the first subscription is purchased for $89.99, the next year it becomes $122.99, the year after that it becomes $140.99, and so on. I've been in meetings during which I've challenged this approach and was told that it was “common practice” and “this is... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2019-06-04 19:12:17 UTC ]

Other Publishing stories related to: 'Approaching Paid Subscription Growth Like It’s 2019'

EU Publishers Blast Apple's IPad Subscription Plan

European publishers have added their voice to the chorus of criticism of Apple’s plans for iPad newspaper subscriptions. Continue reading at PC World

[ PC World | 2011-02-10 00:00:00 UTC ]
More news stories like this | News stories tagged with: #european publishers

Survey: Organic Growth, New Devices To Have Biggest Impact On Media Over Next Two Years

Organic growth will be the primary driver of the media business over the next 12 to 24 months, according to nearly 500 executives in the information, marketing services and technology sectors, according to the first annual Media Growth survey from investment banker The Jordan, Edmiston Group and... Continue reading at Folio Magazine

[ Folio Magazine | 2011-01-24 00:00:00 UTC ]
More news stories like this | News stories tagged with: #media business #organic growth #biggest impact #primary driver #marketing services #edmiston group