Here are some ideas that could help a newspaper attract more paying readers.
Illustrative image. US
The distinction between free and paid options.
The newspaper publishes two main types of content. Free articles are written by external contributors working in the publishing industry.
Premium articles will be written by members of the editorial team. After reading the first article for free, readers will be blocked by a paywall. All they need to do is share their email address to continue accessing the site.
Madeleine White, editor-in-chief of The Audiencers, said it was an action with low commitment and met the standard expectations of internet users.
The team tested the blocking feature on the first editorial, but later found that blocking the second one resulted in significantly stronger conversion rates. Currently, the publication converts an average of 25% of its readers each month.
User reviews
Sharp-eyed readers will also find user reviews on the paywall.
Anyone who signs up for the newsletter is manually tracked by White and her colleagues, then added to LinkedIn. They hope to start a conversation with the user about the website, its features, any interesting internal strategies being implemented, potential contributions to the site, and whether they would be willing to provide a review.
In August, when they added a review and comment section, the conversion rate for paying subscribers increased by 31%.
Limited-time offer
One of the inspirations for paywalls is the French newspaper Le Journal du Dimanche, which operates on a similar model. "Free" articles require readers to subscribe to the newsletter, while "premium" articles require readers to pay.
Previously, this publication experimented with time-based subscription incentives along with displaying a countdown timer. The newspaper also integrated a direct payment solution into the subscription wall to entice readers to subscribe right there. Conversion rates increased by 40% by doing this.
Update subscription ads
In advertising, there's a well-known term called "advertising blindness." This is also true in the subscription world . Sign-up calls can become stale, and conversion rates can start to decline.
To prevent this, The Audiencers constantly updates the design and adjusts the look of their ads. White said she has noticed some newspapers adjusting their messaging to seasons, national holidays, sales, local elections, etc.
Exclusive article
One of the recent moves is producing exclusive content for clients of Pool, the parent company of The Audiencers.
The publication also began producing detailed articles, sharing the best insights from the previous quarter exclusively with customers. The goal here was to retain, not attract, readers.
Hoang Ton (according to Journalism)
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