subscribed 2016: the battle for audience attention - lessons from the publishing industry
TRANSCRIPT
The Battle for Audience Attention
The Battle for Audience AttentionSubrata MukherjeeVP Product Management The Economist
Neil RobinsonDirector, Digital Time Inc. UK
Denise WarrenFmr Pres Digital, Tribune PubFmr EVP Digital, NYTimes Co.
ModeratorPeter KreiskyThe Kreisky Media Consultancy, LLCwww.kreisky.com
Carey ButlerCTOThe Seattle Times
Key Trendsmobile
consumption social
ad blockingvideo native
data
How equestrians spend £3.8bn a year on their way of life
Learning & Self Improvement
Participation
Buy & Sell
Inspired & Informed
Community & membership
Buying horses £165m
Media Copy Sales£20m
Feed and bedding £493m
Horse & rider equipment &
clothing£744m
Insurance £204m
Entry and affiliation
£403m
Lessons£337m
Books £64m
Forums & social,
attending events
Vet & supplem
ents £316mStabling &
accom. £941m
Transport£89m
MARKET SEGMENTATION
5k Pro
riders
451k Private horse owners
1.6m ride 1x month or more
3.5m riders in the UK 2010
EQUESTRIANISM IN NUMBERS
Growth in activity, with more riders taking lessons (63%) and competing in unaffiliated (59%) and affiliated (41%) competition
H&H average household income of over £62k
H&H readers own on average 3 horses
82% take part in lessons and training
The Battle for Audience AttentionSubrata MukherjeeVP Product Management The Economist
Neil RobinsonDirector, Digital Time Inc. UK
Denise WarrenFmr Pres Digital, Tribune PubFmr EVP Digital, NYTimes Co.
ModeratorPeter KreiskyThe Kreisky Media Consultancy, LLCwww.kreisky.com
Carey ButlerCTOThe Seattle Times
Acquireand attract diverse global customers
Dynamic paywall triggers for regions & other specific segments
Free trial and entry subscriptions to attract readers on the fence
Free content for rewarding social sharing & commenting
Unique bundles by mixing content and services from different publications
Regional payments to attract emerging markets subscribers
Foreign language offer and landing pages to attract regional audiences
Encourage Print and not disown it as part of a content anywhere strategy
Unique paywall triggers such as browsers encountering Ad blockers for entry level subscriptions
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Nurturecurrent customers and extract more value
Customer Monitoring for ensuring customer deriving optimal value
Personalized Content alert to subscribers where engagement has dropped with possible churn threat
Cross sell complementary content, products and conferences
Mid term upgrades to encourage activity in other platforms
Membership clubs to encourage loyalty to become brand ambassadors
Content hub allow for personalized content without violating editorial philosophy
Smooth customer service encouraging chat, email, phone as part of multi channel contact strategy
Members gift giving during holidays & to students at special prices
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Retaincurrent customers and increase loyalty
Encourage win-back for recently expired subscriptions or gifts while communicating with customers
Renewal order upsell such as Membership clubs as exclusive benefit
Co-branded offers with airline companies to use air-miles points
Special loyalty drives to provide special offers for long term extensions & renewals
Targeted renewal offers to encourage early renewal efforts
Smooth, one-click Renewal orders without complicated steps
Extra tiered discounts for uninterrupted subscriptions for 5+, 7+ or 10+ year periods
Encourage extensions during general customer service actions such as address change, vacation hold etc
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The Battle for Audience AttentionSubrata MukherjeeVP Product Management The Economist
Neil RobinsonDirector, Digital Time Inc. UK
Denise WarrenFmr Pres Digital, Tribune PubFmr EVP Digital, NYTimes Co.
ModeratorPeter KreiskyThe Kreisky Media Consultancy, LLCwww.kreisky.com
Carey ButlerCTOThe Seattle Times
Best of breedecosystem
Master Data
CRM
EcommerceBuyer flow, Payments, CMS templates
Access controlPaywall, metering, Entitlements
Economist Website & Mobile / native AppsCustomer Services
CSR & Self Service
Print Fulfillment
Business Intelligence Data Warehouse, Insights & Reports
Communications Email & push notifications
Subscription ManagementRenewals, Revenue Recognition
Best of breedplatforms for business growth
Master Data sourceSegmentation toolCustomer Service toolCall center scriptsKnowledge center
In-bound & Outbound telemarketingAgent & offline order processingLabel run managementDistribution managementLetter shop mail processing
Sales Management toolJourney Builder toolTemplate building toolBuyer flowsMy Account portalRegistration / activation pagesPaywall & Regwall toolPersonalized paywallsA/B & Multivariate testingOrder metrics & tracking
Transactional emailsRenewal emailsNewsletter personalization toolPush notification toolData cleansing & de-dupingAddress & email verification
Circulation & ABC ReportingBusiness intelligenceMetricsRevenue & Sales Forecasting
Subscription managementCredit / debit card processingAlternate / regional paymentsEarned & Deferred revenueTaxation, VAT, Cash managementMonth / Qtr / Yr end closingCloud infrastructureIntegration hub Canonical modelLogin & Single signonEntitlements management
eCom
mer
ceCR
MCo
mm
unic
ati
on
Subscriptions
Access ctrlFulfilm
entBI
The Battle for Audience AttentionSubrata MukherjeeVP Product Management The Economist
Neil RobinsonDirector, Digital Time Inc. UK
Denise WarrenFmr Pres Digital, Tribune PubFmr EVP Digital, NYTimes Co.
ModeratorPeter KreiskyThe Kreisky Media Consultancy, LLCwww.kreisky.com
Carey ButlerCTOThe Seattle Times
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