Business models

Break silos and avoid turf wars: How to get all departments aligned on your reader revenue goals

As you build reader data and marketing efforts, questions about organizational goals and structure will inevitably arise. Your IT, audience, marketing, product, or technology groups may control different pieces of the solution. But as new systems and processes are developed and new skills are added, who is in charge? There is no single answer, but […]

How to apply data-driven insights that will grow reader revenue

The key cycle for audience and revenue growth is “analyze, experiment and iterate.” Your investment in business intelligence and marketing tools will pay off as you understand reader needs and behaviors, and make decisions and create processes that are data-driven, testable, and support organizational learning and staffing decisions. Many of these tactics are possible even […]

To shift to reader revenue you must improve your marketing skills

“Marketing” includes a broad range of decisions: what services to offer, what to charge, how to talk to your audience, and where to deliver your services. Marketers describe this as the “4 Ps” of Product, Price, Promotion, Place. To focus on readers, grow engagement and sell subscriptions, you must act upon all four of the […]

How to collect and use the right data about your news audience

To improve our websites, boost reader engagement and grow subscriptions, we don’t want “more data.” We want deep insights leading to a better understanding of visitors’ needs and how they interact with our journalism. The actual data (web metrics, advertising impressions, and newsletter subscriptions to name a few) are just the raw materials. It is […]

What it really means to shift to reader revenue

Let’s consider what it means to truly shift your business to prioritize reader revenues. Because to fully commit to that change, you have to commit to a new focus on trust, loyalty, data, and understanding your audiences. A “pivot” to reader revenue is a pivot to trust The consumer’s journey to subscribing is simple in […]

What it takes to shift a news organization to reader revenue

Launching a paywall is easy. Pivoting a whole business from an advertising-centric mindset to one focused on reader revenue is not. Despite 10 years of experimentation and increasing attention, the news industry still needs to develop some of the attitudes, technology and skills needed to sustain exceptional membership and subscription programs. To succeed with reader […]

How much U.S. newspapers charge for digital subscriptions

The dual-revenue model of print advertising and home delivery subscriptions that historically sustained newspapers is fading. In its place, newspapers are pursuing new revenue growth through digital subscriptions. Weekday circulation for U.S. daily newspapers in 2016 declined for the 28th consecutive year, according to a 2017 Pew Research Center analysis. That analysis found weekday and Sunday […]

If Trump’s plan to eliminate funding for public broadcasting is carried out, public broadcasting at all levels would be affected

You might have heard: In his first federal budget plan, Trump proposes eliminating all federal funding for the Corporation for Public Broadcasting, as well eliminating the endowments for the National Endowment for the Arts and the National Endowment for the Humanities (New York Times) But did you know: Though Trump’s proposed budget is not finalized (and […]

To partner with Facebook and Google on subscription models, publishers should adopt an opt-in model

In a column two weeks ago, Frederic Filloux argued that publishers should work with tech platforms like Facebook and Google to use their data to boost subscription models. This week, Filloux responds to criticism of that point, refining the idea to include an opt-in model to help with privacy issues. “In many cases, readers maintain […]

If we want local news to survive in the 21st century, we need to think about what it means to be local and reconsider how local news is funded

Christopher Ali, an assistant professor of media studies at the University of Virginia and the author of “Media Localism: The Policies of Place,” argues that “if we are really serious about local media in the 21st century,” three things need to be considered and changed: First, Ali says “we need to have a more inclusive […]