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