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Advice

Subscription Marketing Techniques for Promoting the Benefits of Web Libraries and Collections

Kim Mateus

In theory, it should be very easy to use basic subscription marketing principles and write a direct mail campaign for content that already exists, rather than content that does not. But we find that copywriters don’t typically love to work that way.   Continue

Designing Your Web Magazine “Above the Fold”

Kim Mateus

Twenty years ago, “above the fold” only referred to the upper half portion of a newspaper. Now, above the fold can be applied to many things, especially a website or web magazine, and the first screen of content a user will see when they go to your website.   Continue

Subscription Marketing: How to Write a Winning Offer-Driven Spotlight

Kim Mateus

How to write Spotlight emails that win your Six Sigma subscription marketing testing efforts
In the past we have reviewed how to use the concepts of Six Sigma in subscription marketing and testing and then creative offer testing for subscription pricing. We have shared the success that one of our publishing partners has experienced after launching a high-frequency   Continue

10 Tips to Convert Metered Paywall Visitors into Subscribers

Kim Mateus

In the words of David Ogilvy, “a good advertisement is one that sells the product without drawing attention to itself.” And when selling a web magazine, one of the best ways to do so, is by giving away enough content that it basically sells itself, but not so much that visitors don’t convert into subscribers.   Continue

How Much Should You Invest in Your Membership Website?

Kim Mateus

Few things fascinate subscription website publishers more than the relationship between cost and revenue for the various operational centers inside their business. We have long known for instance, that editorial or product costs are typically 8 to 12% of revenue for a niche media business. The number can run higher for very small operations and lower for very large operations.   Continue

How to Make Your Magazine Library More Valuable

Kim Mateus

Using back-issues and other types of media to create a more robust and valuable magazine library
If magazine libraries and magazine memberships are being combined with magazine subscriptions to transform the publishing industry into a growth medium, magazine libraries are the nexus of this trend.
In this post, we’ll look at how two savvy magazine publishers have   Continue

How to Price Your Magazine Membership

Kim Mateus

How to use the principles of economic behaviorism, contrast pricing, and Six Sigma marketing to maximize magazine membership revenue and renewals
Earlier this week, we discussed how savvy publishers are combining their legacy magazine subscriptions with magazine libraries to create magazine memberships using the Internet.
Now we’ll we take a look at how publishers can use contrast pricing and the principles of economic   Continue

What is a Magazine Membership?

Kim Mateus

How to transform your magazine subscription business into a magazine membership business with one new product, and three new types of recycled content.
A magazine membership includes two components; a magazine subscription and a magazine library.
Magazine subscriptions, of course, are quite familiar to you if you are a magazine publishing company— they are the future   Continue

Register Today or Lose $500 Later

Kim Mateus

Join us in Plymouth, Mass., at the Membership Marketing Secrets: 2020 Workshop
I’ll keep this to the point, because I know you’re busy. On May 20-21, 2020, you’ll find us at the castle in Plymouth, for our Membership Marketing Secrets: 2020 Workshop.

If you join us, you’ll be among the publishing industry’s elite—those who are ahead of   Continue

What is a Subscription Marketing System?

Kim Mateus

Did you know that a sunflower is not just one flower, but more than a thousand small flowers, all stuck together on one head and a single stalk? Even what seems like the petals of a sunflower are considered individual ray flowers.

You might consider a publisher’s website the same way. You see TIME.com and think, oh that’s TIME’s website. But in fact, it’s a subscription marketing system. The site isn’t built just to give away free content, it’s built to collect new subscribers and generate revenue. Its web magazine alone, time.com/magazine, is just one petal of the sunflower that is attracting and converting new magazine subscribers, both free (email) and paid (digital and print).   Continue

Fun with Paywall Pricing Strategy: When to Ask Them to Pay

Kim Mateus

If you struggle with determining paywall pricing and strategy, you’re not alone.
In recent years, publishers have been testing paywalls, and for good reason. Hearst, for example, tested a paywall that changed based on what the reader was consuming. Instead of letting editors choose which content was free, and which was premium, the habits of first-time readers predict   Continue

Should You Put Subscription Revenue First?

Kim Mateus

Headlines have been brimming lately with news publishers like The New York Times, The Guardian and Wired taking back their profits with paywalls and paid content. The New York Times made 60% of last year’s revenue from subscription sales, The Guardian’s 800,000 subscribers are now accounting for more revenue than advertisers, and Wired has followed their lead by instituting a new $20 annual subscription. It’s clear that publishers are no longer afraid to charge for content, and subscription revenue goals are at the forefront. And I think there are three reasons for it.   Continue