subscribed 2016: the battle for audience attention - lessons from the publishing industry

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

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

+

+

+

+

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

+

+

+

+

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

+

+

+

+

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

Check out Zuora Academy for more great info and actionable advice.

All the info you need to build and run an amazing subscription business.

https://www.zuora.com/academy/

https://www.zuora.com/academy/