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Bild’s subscription offer evolution proves business strategies are meant to be challenged
With almost 600,000 digital subscribers today, BILDplus is by far the biggest journalistic paid content offering in Germany. They started selling digital subscriptions with three products and other add-ons for readers. But after testing, they found out that actually, just one product brings more customers and drives more revenue.
This piece doesn’t just look at Bild though. It sets out examples of the psychology of pricing, including decoy pricing, where a less attractive version of a product is created in order to boost the sales of a higher-profit item.
It’s a fascinating read. One takeaway is clear: experimentation is key when it comes to subscriptions pricing. Even small changes could make a real difference to conversion.
The New York Times’ Tom Armstrong on making advertising work in paid-for digital content
Balancing ads and subscriptions is a discussion we’re seeing come up more frequently, so it’s worth seeing how it’s done by one of the giants. “If we create a great experience for subscribers that is worth paying for, then ads have to be worthy of that subscription. If we can make those ads compelling, then they perform well. It sets a high bar for the overall advertising experience and our team has the expertise and focus on quality to fully lean into that.”
Teaching product methods in the newsroom
The success of news products hinges on each person throughout the organisation having an understanding of the product vision, its impact on the audience and what role they play in the development and implementation of the product. Here, Adriana Lacy offers tips on how to explain product in a newsroom and get stakeholder buy-in.
AARP makes the case for older audiences
AARP Magazine has a circulation of 22.5 million, and has three demographic editions – one for those in their 50’s, one for those in their 60’s, and the third for those who are 70+. It’s no surprise then that they argue strongly for the value of older audiences to marketers. But the stats are worth publishers taking note of. Breathless chasing of young audiences is all very well, but older people have more spending power.
This content originally appeared in The Media Roundup, a daily newsletter from Media Voices. Subscribe here:
