Paths to Subscription: Lessons in why recent newspaper subscribers chose to pay
This study may be the largest study ever undertaken of people who have recently subscribed to newspapers. It surveyed people who subscribed in the last three months to 90 local newspapers across the...
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Welcome to the Reader Revenue Toolkit
Revenue that comes directly from readers in the form of subscriptions, memberships, donations, events and more is crucial for the long-term sustainability of news organizations — especially those...
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What it takes to shift a news organization to reader revenue
Launching a paywall is easy. Pivoting a whole business from an advertising-centric mindset to one focused on reader revenue is not. Despite 10 years of experimentation and increasing attention, the...
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How to get the email addresses you need to drive new subscriptions
Nothing is more important to the brave new world of building subscriptions than the relatively old world of email. An email address gives publishers ways to target and connect with potential...
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Beyond email: Other tactics to drive users to subscription offers
While publishers should seize on the opportunities offered by email marketing, they should not view email — or any single approach — as the magic bullet to gaining subscribers. Wherever possible, news...
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How to improve subscription registration and payment forms
Ensuring the best possible user experience is crucial to moving potential subscribers through your digital checkout line. Every step matters. Yet publishers often overlook — and undervalue — the...
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How to understand different reader types and drive each type to subscribe
The path from a casual reader to a paying subscriber isn’t a short one, but by understanding how audiences get from one place to another, publishers can begin to devise strategies to get more readers...
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What are the keys to an effective subscription offer page?
Well-constructed offer pages are vital to the goal of increasing reader revenue. They can influence a user’s entire perception of your publication and service — for better or worse. Each detail...
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How to retain subscribers by keeping their engagement levels high over time
Say you’ve implemented a well-designed program to onboard new customers. It’s getting them to look back favorably on their decision to subscribe, and to learn how they like to interact with your...
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How to win the loyalty of new subscribers through great onboarding
A reader has paid for a subscription. Now what needs to happen? This is a critical moment to shape the experience of subscribers and influence their sense of attachment to your organization. You want...
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