6th March 2018

How can digital news subscriptions be increased?

The dual-revenue strategy successfully employed by newspapers of print advertising and home delivery subscriptions is no longer a viable method to keep newspapers afloat. Digital advertising is dominated by two of the biggest names – Facebook and Google – and local newspapers have struggled to attract or sustain the subscription success enjoyed by publications such as The New York Times and Financial Times, with their national and international audiences.

The American Press Institute examined US digital newspaper subscriptions to understand subscription costs and strategies, assessing subscription pricing by evaluating market size, circulation, and newspaper ownership. It is important to remember that digital content includes but is not limited to websites, mobile apps, print copies, or e-editions. The results of the study are based on 100 US-based legacy newspapers; each based in one of Nielsen’s 100 largest designated market areas (DMA).

Key findings:

Once publishers have captured the most loyal readers who are readily willing to pay for digital access, they need to secure the users who are not so easily convinced. At this stage consumers need to actively and individually converted to paying for digital content. Organisations must continually test innovative and unique offers to draw in new subscribers.

Written by Rande Price, 21 February 2018, published on Digital Context Next. Read the full article here

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