All the current hot discussions on website business models, paid content, converting free-to-paid magazines, charging for news audience development etc., come back to one thing: subscriptions marketing.
Those discussions are similar in scope to the economists, accountants and bankers who, until recently, forecast continual growth. Now, of course, we are well into a long, scary recession and everyone knows they got it wrong.
But, despite all that, I see that financial and economic forecasts are creeping back into mainstream media on the assumption that readers have forgotten that they were massively misled just a few months ago by the very same people.
You just cannot tell what an audience will do or how they will react.
Publishers, meanwhile, are busy debating the popular subjects listed above â€“ free-to-paid, paid content, new revised business models etc. â€“ which is really all about three things:
1. Their business models are wrong
2. They have run out of money
3. They should have monetised editorial content years ago
What every publisher knows
Every publisher knows advertisement revenue falls during a recession by up to 40% or thereabouts. The difference this time is that no-one thinks that revenue will come back: itâ€™s going â€“ gone – to the Internet.
As so many companies in other markets have discovered â€“ publishing, oil, motor, property, banking – no business can lose a large percentage of income without serious damage. Not unless they have an effective survival strategy that prepares them for future changes.
So why subscription marketing?
Subscription marketing has the answers, because itâ€™s all about maximising long-term income from your target audience. The debate about paid content and free-to-paid is mostly unnecessary because a series of tests within a market is all thatâ€™s needed to answer the two vital questions.
Subscriptions marketing: confidential information for sale, with four special reports free of charge
The Subscriptions Strategy newsletter publishes international case studies of â€˜best practiceâ€™ marketing for the Internet, websites, newsletters, books and magazines etc.
As publishers ourselves, we live or die by results. If a promotion doesn’t work, we lose money. If it works we record the results and use it on our own, and our clientsâ€™ websites and publications.
Every issue of the Subscriptions Strategy newsletter carries examples of successful marketing.
How you benefit by removing risk
As far as we are concerned, our testing means the difficult and costly part is over. As far as you are concerned, you can benefit from this tried and tested knowledge because the risk of failure has been removed and profitability is assured.
You will also find Subscriptions Strategy a great resource for training staff in all aspects of subscriptions marketing.
Please click on the link below for instant access to your subscriptions marketing starter pack. You receive:
1. 20% off the full price of an annual 6-issue subscription to the digital edition of the Subscriptions Strategy newsletter (a saving of Â£40)
2. Subscription Marketing Workbook worth Â£33: 15 Subscriptions Marketing Innovations Every Publisher Should Know
3. Subscriptions marketing ‘rapid update’: three special Subscriptions Strategy reports worth a total of Â£99 to bring you up to date with best practice marketing procedures for online and traditional subscription marketing
You pay just Â£157, a total saving of Â£211. If the material does not come up to expectations, email, write or phone for a full refund. This guarantee is valid for the lifetime of your subscription and can be exercised at any time.