Publishers seeing results with ‘Subscribe with Google’, predictive AI driving double-digit growth for Foxtel, and more
Inside ‘Subscribe with Google’ and the publishers testing the waters
About a year ago, Google announced ‘Subscribe with Google’—a simple way to subscribe to news publications and maintain access everywhere: websites, apps, even search results.
Fast forward to today, and publishers who have tested the technology are seeing some impressive results. In fact, Subscribe with Google delivered 30% better results than the publishers’ own subscription workflow. Now, almost 50 publishers around the world are integrating the product into their operations, from the Financial Times to the Guardian.
“By removing friction, there’s a new injection of energy that’s possible in subscriber economics,” said Craig Forman, President and CEO of McClatchy, who have rolled it out across their local titles.
A frictionless subscription experience like this could be just the boost publishers need, with paywalled articles still getting the boost from search traffic. But once again, it requires putting trust and control in the hands of one of the biggest tech companies in the world. That compromise may well be too difficult for many publishers to accept.
What’s new this week
After months of testing, more publishers have now started rolling out their offerings with ‘Subscribe with Google’, and in the initial stages, there’s some unheard of offers up for grabs, like the Financial Times’ “6 months free” trial.
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|Predictive AI helps Foxtel drive double-digit growth: Insights for publishers|
Foxtel developed a creative solution using artificial intelligence which has helped its channel Fox Cricket double its brand recall and become the #1 channel on its network in terms of share.
|Highlights from Shorenstein Center’s Digital Pay-Meter Playbook|
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|How Meredith’s Parents magazine takes a practical approach to innovation|
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ProPublica is somewhat unique in that it goes to great lengths to break down the fourth wall between journalists and audiences.
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Those same readers who signed to use adblocking tools may be among your best bets for converting to subscribers.
|What do niche publications understand about their audiences that generalized ones don’t?|
While newsrooms are exploring alternative approaches to both financing and producing content, there are other sectors who are doing the same – and doing it damn successfully.
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While there will still be publications for whom traffic is an important indicator of ‘success’, there are other ways to discern whether what you’re producing represents a good ROI.
Download WNIP’s comprehensive new report—50 Ways to Make Media Pay—an essential read for publishers looking at the multiple revenue opportunities available, whether it’s to reach new audiences or double down on existing super-users. The report is free and can be downloaded here.