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PAID DIGITAL CONTENT: a brief history & a bright future
Kelly Leach 11 June 2015
2015 Expanded into Latin America
and Africa
Introduces Metered “Solo” &
“Lite” solutions
Launches Piano National
in Slovakia
Launches Piano National
in Poland
Launches Newsweek Magazine
Acquires Press+
Launches NOZ, 1st
German client
2010 Piano Media
founded
Introduces Secure
Authentication Gateway
Creates Magazine
Entitlements
A brief history of Piano Media…
Selected Brands:
Piano powers digital content e-commerce
600+ websites n 70+ publishing companies
Metered paywall seeks to convert most active users to subscribers
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ 11+ 12+ 13+ 14+ 15+ 16+ 17+ 18+ 19+ 20+
Shar
e of
use
rs
Content Consumption
Desktop
Piano DACH Benchmark Desktop
Metered paywall solution targets the most active users
Number of full article pages read monthly
Multiple paid models will thrive in the digital world
Multi-title subscription access
Subscription to Individual title
Micropayments
Day Pass, Micropayments
Heavy users
Light users
Publisher Owned Platforms
Off-Platform (& Multi-Title?)
Engagement is key ingredient in subscription growth
Increase readership
Improve conversion rates
Optimize pricing levels
Keep the subscribers engaged
& Upsell
Boost subscriber growth
via promotions
Key Drivers of Digital Subscription Revenue
Working all the growth levers can drive significant results
SITUATION & ACTIONS • In early 2014 Gazeta Wyborcza
committed to significantly increase its digital subscriber count
• Use a variety of tactics to improve across multiple areas of the purchase funnel
• Leveraged group and other off-line sales to drive significant growth
RESULTS • Achieve 4x’s growth to 55,000
digital subscribers in less than one year
Lessons Learned
Paywall data can inform product investment
INSIGHT • Canada’s Global and Mail found
that 70% of their subscriber conversion happen when someone hits the paywall on a financial story
ACTION • Investing in expanded business
and financial content
• Launched premium product, Globe Investor Gold, which sells for $20 per month and has 10,000 subscribers
Lessons Learned
Third-party content can enhance a paid subscription product
INSIGHT • Týždeň is a Slovak newsweekly
magazine and website
• An independent documentary film posted behind the paywall drove significant incremental subscriptions
ACTION • Added a section of independent
documentary films benefitting acquisition and retention efforts
Lessons Learned
Ultimately, what does the future hold……
Consumer Revenue from Digital Content
Consumer Revenue from Print Content
• It is “early days” for consumers paying for digital content
• Digital products heavily optimized to advertising revenue stream -- need to recalibrate
• Publishers should seek to better understand their audience and act on that information
• Eventually…
≥
CONTACT US EMEA: +421 233 046 928 North / South America: +1 212 332 6405 DACH: +43 603 269 782 MENA / Africa: +421 233 046 928 [email protected]
THANK YOU