10 ways to grow revenue per subscriber

Carolyn Morgan @carolynrmorgan Dovetail User Group

British Library, London, 25 June 2014

�  Carolyn Morgan

�  Publisher, Event Director, Strategy Director, Digital Director at EMAP Specialist

�  Launched Specialist Media Show in 2010

�  Sold to SIIA in 2013; ran their London media events for Information Industry Network

�  Consultancy for media businesses on digital strategy �  @carolynrmorgan �  https://www.linkedin.com/in/carolynmorgan �  www.penmaen-media.co.uk �  carolyn@penmaen-media.co.uk 07887 625229

Why grow revenue per subscriber?

�  Specialist markets limited in size

�  Subscribers most enthusiastic customers

�  Easy to collect data

�  Build intelligence about purchases

�  Direct marketing channels

�  Move to premium membership

�  Not just direct subscriber revenue: ads, merchandise, events…

�  Total Lifetime Value

10 ways to grow subscriber revenues

�  Idea

�  Examples

�  Your experiences

�  Practical tips

1. Digital upgrades �  Make digital upgrades

affordable for print subs

�  Direct promotion (carrier sheet, email)

�  Add extras for digital subscribers

�  Motorsport F1 Grand Prix reviews & photo galleries

�  Revenue up 39% yoy

�  Plus new ad revenue

2. Create a premier tier �  Exclusive online content

�  Digital back issues

�  Retail discounts

�  Premier members card

�  Editorial access

�  Reader events

�  Product testing

�  Priority booking

3. Add premium products �  B2B mentality

�  Small group of buyers: high value deals

�  Build on editorial insight

�  Gather public and proprietary data

�  Useful interface

�  Premium pricing

�  HSJ Intelligence, Wind Intelligence

�  Prosumers?

4. Package discounts �  Subscribers are powerful

buyers

�  Negotiate discounts from retailers

�  Provides added value to subscribers

�  And can generate new advertising revenues too

5. Sell holidays �  Bespoke packages

�  Like-minded travellers

�  Tailored travel content

�  Investment in database and skilled team

�  Editorial buy-in

�  Smart e-marketing

�  £4m bookings for partners in year 1

6. Sell merchandise �  Detailed database

�  Select products

�  Retail partnerships

�  Who holds stock?

�  220 Triathlon

�  Songlines: editorial content: collections & awards albums

7. Sell tickets �  Time Out

�  Event Reviews > tickets

�  Multi channel: web, mobile, daily email

�  2 Fore 1 discount green fees

�  Search hundreds of courses online

�  Plus e-marketing

�  Readers buy e-vouchers; redeemed by golf course

8. Launch events �  Future Photography Show

�  Editorial contacts

�  Secure key sponsors

�  Promote across media channels

�  Subscriber packages

�  Co-market with sponsors

�  Logistics team needed

9. Sell training and skills �  Prosumers

�  Editorial knowhow

�  Brand trust

�  Marketing reach

�  High value events

�  Guardian Masterclasses

�  Econsultancy training

�  Wired consultancy

10. Promotional platform for professionals

�  Sub group in audience keen to promote themselves

�  Leverage brand trust & traffic of core site

�  Add relevant editorial content

�  Provide simple online platform

�  New revenue stream

Key requirements for growing subs revenue

�  Sophisticated database – to segment your subscribers

�  Smart email marketing – good analytics

�  Close collaboration with editorial

�  Insight into your skills and your subscribers interests

�  Web development resource

�  Transaction tracking/ single customer view

�  Third party partnerships

�  Open mind: look outside your market sector