Whether it be optimising the messaging to those audiences, segmenting audiences, newsletter strategies, or, crucially, the data to support all that, an audiences-first strategy is proving to be the bedrock for both growth and retention of subscribers.
Essentially, deploying any aspect of a reader revenue strategy is indeed a trial-and-error affair, as it should be. We have pooled the Digital Media Europe presentations and cases here into this easy-to-read slide deck report, and it’s quickly apparent that a testing mindset is ingrained in those who thrive.
This report covers the five core topics laid out in the DME programme, featuring 10 publisher case studies and advice from industry experts. WAN-IFRA Members can download the report. If you are a non-member interested in purchasing this report, email: customerservice@wan-ifra.org.
Here is a short summary of the report:
El Confidencial’s optimisation strategy
Forming a cross-department team is becoming more commonplace in any aspect of reader revenue and a great example of that is El Confidencial with its optimisation unit.
Data-driven models for predicting churn
Publishers are starting to master the science (and art) of predicting when a subscriber is likely to churn, or even the intent. And that is all thanks to robust data strategies, like the two presented by NZZ and Mediahuis.
Taking bundle subscriptions to a new level
Bundling subscriptions with print, ePaper and other products is nothing new, but offering all-in-one subscriptions whereby users can access content from different regions and titles across a media group is trending. Amedia in Norway is literally cashing in on this strategy.
The ambassador effect of the membership model
An alternative to a purely digital subscription model is a membership model that a number of publishers have adopted. Both Zetland in Denmark and El Diario in Spain demonstrate how membership create community that drives a virtuous circle of value and more members.
Owning your audiences
One of the core aspects of WAN-IFRA’s Table Stakes Europe programme is the push for publishers to adopt an audiences-first approach. Dumont in Germany and Diario de Navarra in Spain have done that wholeheartedly with impressive results.
How audio can be a more inclusive offer for users
Two experiments in audio – from The Irish Times and a Google-led project with The Guardian and the Royal National Institute for Blind People in the UK – show how publishers can benefit from new technologies like AI and special tools for the vision-impaired to connect with their array of audiences.
This report was generously supported by Protecmedia.