A major morning newspaper increased the number of paying subscribers and became better at retaining the ones they already had

Publisher case

Problem

Like many publishers, the morning newspaper was looking for new and increased revenue streams. In this case, the publisher was undertaking a push to build on a fairly successful subscription revenue base.

Solution

Measure
Identify
Reach
Build

Through surveys, the newspaper was able to identify the profile of existing subscribers, users interested in subscribing and users thinking of leaving. They then created fully-fledged segments for each group, and ran campaigns to 1) attract new subscribers and 2) retain existing subscribers.

Outcome

0

increase in newspaper subscribers

0

reduction in churn rate

As a result of these campaigns, the newspaper was able to increase the number of subscribers by 4% and, just as importantly, reduce its churn rate figure by 13%.

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