Innovations in building audience revenues to inspire your strategies
Published: 08 Oct 2021
The pandemic accelerated many trends that we were already seeing, and the rapid growth in subscriptions in the past eighteen months has underlined the importance of reader revenues for your publishing brand to grow successfully. In times of crisis, people turned to trusted publishers and quality journalism for the latest news and for entertainment during long months of lockdown. And there’s been no sign of this trend slowing.
So for the third day of the AOP Publishing Tech Talk, we’re exploring how you can diversify and build your reader revenues. And to kick off the day’s discussion, we reached out to our Associates to find out which innovations in reader revenue strategies they most admired…
One of the key drivers of a subscription business is customer loyalty. If you build deeper long-term relationships with your prospects and customers, they are more likely to convert and less likely to churn. Some publishers are shifting away from pure subscription models to more all-encompassing membership models.
In the U.K., Tortoise Media has been at the forefront of this concept. Membership not only involves access to their premium online journalism, but also includes podcasts, a quarterly book, personalised stationery, newsletters and access to live events. Members get complimentary tickets to these events that they call "ThinkIns." Importantly, they try to run these interactive events across the U.K. in an attempt to avoid being too London-centric and engage with a broader audience.
Consequently, members feel a greater affinity to the brand and have many more touch points throughout the relationship.
Rupert Knowles, U.K. General Manager, Piano
I specifically admire two initiatives that I have witnessed in my home-country in France:
Fabien Magalon, Chief Supply Officer, Ogury
The Ozone Project has created an open marketplace for UK premium news media, with scale in this market that is comparable to Facebook. With transparency at its core, Ozone gives brands the security that their entire digital spend goes to trusted and known publishers.
Anne Claire Chenu, Director Tech Sales, Xandr
I really like the Washington Post spin-off example with Arc Publishing from a tech perspective. Publishers that are focused on average revenue per unit [ARPU] and take decisions on how to acquire users (paid and organic) are also very inspiring. They are proactive on their audiences
Guillaume Polaert – Co-founder, Pubstack
An exciting area of revenue generation for publishers which has been increasingly growing in recent years is e-commerce. With a valuable direct to consumer relationship, publishers have the opportunity to really capitalise further in this area. E-commerce and affiliate sales will become an increasingly important part of revenue diversification for publishers, particularly in a world where walled gardens continue to attract the lion's share of digital ad investment.
Ryan Afshar, Head of Publishers, UK, LiveRamp
All this week, the AOP Publishing Tech Talk is giving publishers the information download they need to grow their businesses through the creative and effective application of tech solutions.
On day three, we’ll be focussing on reader revenues – on which successful growth for most publishers depends. Here’s everything you can catch today:
Categories: Ask the Associates
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