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Membership programs can be designed to build loyalty

Membership programs aren't just for consumer revenue -- they can also be designed as loyalty drivers.

When the San Francisco Chronicle launched a membership program, subscribers had the opportunity to attend events like a wine tasting with the Chronicle’s food critic or join a book club with the book critic. Like many news organizations experimenting with membership and rewards programs, the Chronicle was seeking a way to retain subscribers and reduce churn.

The Chronicle’s membership program is not just about getting subscribers to renew—it’s about engendering brand loyalty in the audience in hopes they’ll continue to renew for years down the line.