Prepared by Reprise Media Australia, 100 Chalmers Street, Surry Hills NSW 2010 Australia. Telephone: +61 2 8373 2200. RepriseAUS @repriseaus reprisemedia.com.au

51%

32%

8%

1%8%

I read it for my work/profession Greatly above expectations

It was free Above expectations

It is my preferred news source As expected

To understand Digital Pass and to see how it works Below expectations

To see what all the fuss was about Greatly below expectations

Other

2%

7%

14%

49%

23%

5%

Australia

Digital launch 2 July2013

3.2 million weekly readers

120,963 app subscribers

$6 per weekfull access

Digital launch 2 July2013

2.4 million weekly readers

77,173 app subscribers

$6 per weekfull access

news+ launch

digital subscription trends around the worldweek 5, 13 June 2013

Content rules

Premium and of high-perceived value.

Business, sports analysis, politics, local news (premium content).

Admired and trusted.

A ‘required read’.

Different to the rest.

Readers more intently involved.

High engagement.

More time spent on site by readers.

Bite-sizedclicks

High-turnover, ubiquitous

Fame news, gossip, sports results.

Keyword-focussed

Easy to find with Google

High-volume traffic

Less time spent by reader on page

Low engagement

Attractive to readers who are information ‘snacking’.

Metered content

Free access to a fixed number of stories and then charging for extra content. Preserves a higher proportion of traffic (~80%) . Larger subscription uptake than subscription-only sites.

Free for the web, pay for mobile devices

Readers are charged for the portability of the content. Usually the web site is free, and readers made to subscribe for iPad versions and smartphone apps.

Advertising supported

All content is freely accessible. Supported by various forms of display advertising. The Guardian, The UK Telegraph, Independent and Daily Mail.

Free intro offers,full subscription

Free introductory offers followed by subscription-only. For example, first month free, then $10 every month thereafter. Crikey.com.au

Parts are free, the rest is paid

Some sections remain free while others will be accessible only to those who pay. Typically the free-web, paid-app model is considered freemium.

A Hybrid approach

A blend of any of the other strategies

mium

Subscription models

United Kingdom

Digital launch 2010

£2 pwfirst month web only;

£4 pw all formats

45.3 million unique readers

per month

United States

Digital launch 2011

676,000 digital subscribers

731,000 print subscribers

99¢ pw first 4 weeks;

$8.75 thereafter

19,000 digital-only subscribers after

three months

WHAT MOTIVATES PEOPLE TO

SUBSCRIBE?IT’S ACCESSIBLE, IMMEDIATE & PORTABLE

Faster access to the latest news no matter

where you are

THE STORIES INTEREST ME

Engaging articles delivered consistently as

the trusted news source. Data visualisations,

personal digital archives and customised

content are strategies that can achieve this.

THE USER EXPERIENCE IS AWESOME

Simpler applications that improve the

content navigation, making it fun

COMPETITIONS AND INDUCEMENTS

Content and offers can be to ‘freed up’ to

drive traffic and grow subscriptions to the

newspaper (not just for new subscribers).

what subscribers say

$

$ i $ $

the competition is local AND international There are a number of successes, despite a belief readers won’t be prepared to pay for news. The New York Times signed up 100,000 digital subscribers in its first month. Today, its 44.8 million unique monthly readers contribute more revenue than display advertising.

Australians buy over 18 million

printed or digital newspapers every week

Increases in Australian

digital readerships are not replacing

print declines

News readers engage with ‘their’ masthead

in multiple ways: web sites, Facebook,

apps, blogs

Readers are looking for portable and travel-

friendly formats during the

working week

a tale of two approaches

WHAT MOTIVATES SUBSCRIBERS? PERCEPTIONS OF ITS VALUE-FOR-MONEY

Source: Digital Subscriber Research Wave, 1 February 2012, Jigsaw Strategic Research (n=1160)

Source: ‘The Writings on the Paywalls’, D. Write, Australian Financial Review, 20 June 2012

Source: Magna’fy, June 2013, Magna Global Research

Source: ‘Fairfax unveils digital subscription plans’, P. Hannam, The Age, 6 June 2013

Source: ‘Fairfax unveilsdigital subscription plans’,

P. Hannam, The Age,

6 June 2013

Prepared by Reprise Media Australia, 100 Chalmers Street, Surry Hills NSW 2010 Australia. Telephone: +61 2 8373 2200. RepriseAUS @repriseaus reprisemedia.com.au

DID YOU KNOW?

A digital subscription

follows the person not the

device.

If you register with a social-

media ID, you get more free

news+ content.

Newspaper subscribers get

a full digital subscription free.

More newspapers on one

subscription.

Much cheaper than if you

bought a printed newspaper

every day.