This report from API examines what news organizations can learn from a deeper knowledge of the emotional and behavioral factors that affect people’s subscription decisions.
Consumer revenueConsumer revenue — that is, making money directly from your audiences — is critical for news enterprises of all types. It comes in many forms — subscriptions and memberships, of course, but also donations, crowdfunding, events, merchandise, e-commerce, and others. While the news industry has a rich history in generating support from audiences (print subscriptions, public media fund drives) in an analog world, the skills, capabilities, technology and other disciplines to excel digitally are a different story altogether.
Big Picture A primer on consumer revenue
Consumer revenue can take many forms, namely: subscriptions, membership and donations. And while these three types of consumer revenue serve unique audience needs/interests, the discipline required to execute each is very similar.
Plan Strategic considerations for consumer revenue
The three major reasons readers decide to pay for news and the four major benefits they get from doing so.
An international, qualitative survey of why readers pay for news and what they think about various consumer revenue offers.
Learn how to focus on your best customers in building your overall value proposition.
A collection of best practices for talking to readers with practical, downloadable examples.
Whether subscription- or membership-based, are you pursuing the approach for the right reasons?
Are we missing something important?
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Do Tactics to help you grow consumer revenue
Helpful guidelines to consider as you compare your subscription offerings to competitors.
Here’s how you can use content marketing to target prospective subscribers off site — in this case, via Facebook.
Among the tips here: Cut page load times, create more/better email newsletter products, close site-access loopholes, and encourage registration based on page depth.
Think through whether membership is right for your enterprise with four clear questions.
How the relationship between recency, frequency and volume helps predict what subscribers will stick with you.
Lessons in membership programs, including the difference between “thick” and “thin” approaches.
The Guardian has transformed from teetering on financial oblivion to generating more revenue from readers than advertising.
A slew of tips on retention, including customer service specialization, value-added products, and re-engagement marketing.
Driving paying readers means optimizing content to create subscribers, something Scandinavian publishers are doing at a world-class rate.