A resource for news innovators powered by American Press Institute
Complexity: Intermediate
Article Complexity Bar Graph

Why Scandanavia may be the gold standard for digital subscription programs

Driving paying readers means optimizing content to create subscribers, something Scandinavian publishers are doing at a world-class rate.

Why are Scandanavian publishers achieving great success with subscriptions? There are many (fascinating) reasons, but one worth studying is the region’s “healthy obsession” with what content drives subscriptions and/or readership among subscribers. Understanding the triggers that lead from content to subscription or subscriber retention is a crucial discipline explained well here. For these publishers, this requires the newsroom to “own” the subscription drive in a manner the author calls nothing short of a “cultural revolution.”