France’s Rossel La Voix maximises reader revenue with a better subscription management system

2021-10-28. Groupe Rossel La Voix, one of France’s leading media groups, took the strategic decision in 2021 to unify their subscription management system into a single one. | Sponsored Content

by WAN-IFRA External Contributor | October 28, 2021

The group publishes 22 titles and manages more than 500,000 subscribers daily.

Subscriptions account for 80 percent of Rossel La Voix’s revenue, so the group was determined to rationalise and consolidate the management of all its titles to improve the subscription experience for its readers.

When Rossel La Voix decided to change their subscription management strategy they were working with two subscription management systems that were reaching the end of their life cycle.

It was necessary to update and unify the systems towards an updated platform suited for the new digital readers. However, transitioning form the two systems to a single one was a real challenge.

The teams not only needed to learn how to use a new system but also change the way they worked to a more coordinated and centralised way.

Automating processes

Rossel’s main objective was to be able to automate processes as much as possible in order to reduce the operational burden of subscription management.

This reduction was expected to help their teams invest more time in improving the subscription experience and reduce churn rates.

An important added advantage of the centralised model was also in having easy access to global information about reader revenue.

The new system, Shipo, allowed Rosell’s management teams to have at a glance information about invoicing and delays in payment. This meant significant changes in the time spent on reporting from the different publications.

With this transition taking place in pandemic times the coordination between the technical teams and the subscriptions teams at Rossel was of paramount importance for the success of the project.

“The cohesion of our teams with the Protecmedia team was essential in ensuring that the project ran smoothly, without delays or budget overruns,” says Eric Berthod, Deputy Managing Director of La Voix du Nord.

The project was on time and budget and Rossel’s team rapidly learned how to make the most of it.

There are still many other challenges to overcome, but the group is getting results confirming their decision to invest in an integrated subscription management system.

WAN-IFRA External Contributor

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