We’re combining two stories here under the banner of ‘membership best practice’, based on surveys of people working in the industry. The first, this API-published listicle contains over 30 ideas of how to limit churn and avoid the dreaded ‘zombie subscriber’. Some seem like common sense, but there are some insights in there as to how the length of the first subscription purchased influences retention rate.
The second is this story from What’s New In Publishing, titled: ‘11 ways to make your membership comms more relevant than ever’. There are, again, some obvious ideas in there, but the key takeaway for me was the idea that while some audience habits around digital news consumption have changed, many of the same obstacles to retaining members remain:
“Traffic levels to websites are rising, as members are increasingly searching for content digitally to support their learning and development. But, what is important to note is that bounce rates (a blunt instrument, yes, but an interesting indicator) are not improving, meaning that more attention needs to be given to the customer journey when people actually arrive at the site.”
No-one can decide if micropayments for news are viable. For that matter, nobody can decide if ‘news’ is even a product in and of itself. But this article from Mark Stenberg argues that micropayments could work – provided we break free from our current thinking around them.
Listen. This might just be another vanity project from a celebrity to hawk her own products, like with goop magazine. But we’re always happy to see there’s life left in print launches (and maybe there’ll be a Charlie’s Angels retrospective).
This content originally appeared in The Media Roundup, a daily newsletter from Media Voices. Subscribe here: