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How Gazeta Wyborcza grew from 170k to 200k subscriptions in 9 months, M&A’s impact on the industry in 2019, and more
‘Tis the season to discount
The question on many publishers’ minds at this time of year is how to package subscription offers, either to boost sales pre-Christmas or in preparation for the New Year sales rush. Discounts are a great way for publishers to bolster their audiences, and even reach new ones with friends and family gifting access to a publication.
But Gazeta Wyborcza caught our eye this week with their story of how they grew from 170,000 digital subscribers at the end of 2018, to 200,000 just nine months later, offering an alternative perspective on discounting.
“It’s quite easy to sell any kind of service or product if you offer a big discount – but what happens next?” said Gazeta Wyborcza’s Director of Online Strategy. “You get thousands of users that don’t really know your product and don’t really use it that much. So they churn.”
Instead, the publisher has focused on boosting retention through offers and products that encourage users to consume more content. It’s a fascinating case study for those open to rethinking their discounting strategies.
What’s new this week
Mergers and acquisitions are shaping the media landscape of the future
2019 has seen an unprecedented number of companies acquiring or merging with other businesses. Chris Sutcliffe explores whether this a sign of inevitable decline, or if these businesses will be powerhouses for decades to come.
| “Condé Nast identified a new source of revenue”: Vogue Business now launches on WeChat in China Readers can expect coverage of how cultural shifts affect retail; how tech innovation is changing the way brands make clothes; and how issues impact Chinese production and consumption. |
| Magazine audience crosses the 2 billion mark, fuelled by triple-digit growth in mobile and video The report demonstrated that 81% of the time the audiences to the sites of magazine media brands are more engaged than those consuming similar content on non-magazine brand sites. |
| From 170k to 200k subscribers in 2019: How Gazeta Wyborcza did it Gazeta Wyborcza, one of Poland’s leading newspapers grew from 170,000 digital subscribers at the end of 2018, to 200,000 nine months later. |
| 10 essential media stats from November 2019 TikTok’s onward march, podcasting’s advertising boom, South East Asia’s $100 billion mobile economy, Disney+ launches, the forthcoming 5G explosion and Spotify’s continued growth. |
| Watch your back: 3 major U.S. retailers are rapidly moving into the content business Just as publishers are seeking to pivot to eCommerce, so retailers are diversifying their strategies, using content as a means to grow their bottom line. |
| 79% of media professionals predict growth in content-led campaigns: global WMG survey The annual survey explores the trends and investment intentions that will drive the future development of international content-led marketing campaigns. |
| Media Moments 2019: Report Download From key business mergers to shifting perceptions around data privacy, we explore how 2019’s defining moments have changed the media landscape, and what the future holds for 2020. |
| 3 ways magazine media can bolster their privacy practices Data privacy was a hot topic of discussion at the FIPP World Media Congress, with panellists discussing the state of privacy on the internet, policy measures around the world, and more. |
| Can a family media business be more agile and innovative? Associated Media Publishing is a 38 year old private company in South Africa. Being a family business has allowed the company to be more agile, said CEO Julia Raphaely. |
| Reuters Institute for the Study of Journalism’s Nic Newman on news podcasting Media analyst Nic Newman takes us through the findings of his report into News Podcasts and the Opportunities for Publishers for the Reuters Institute for the Study of Journalism. |
| California Consumer Privacy Act (CCPA): Industry reaction With under a month to go, the California Consumer Privacy Act (CCPA) enforcement is the next milestone in the evolution of the data privacy landscape. |
| Neuroscience explains how “fake news” works, and what publishers can learn from it In a world full of surprises, humans have developed an exquisite ability to rapidly detect and orient towards unexpected information or events. |
| “There is a crying need for content that people want to engage with”: 2019 global WARC Awards The Effective Content Strategy Report outlines key trends and lessons in branded content strategies for media owners, advertisers and agencies. |
| Optimizing for loyalty: Overcoming one of user acquisition’s biggest challenges Regardless of the type of business goal, publishers have had to start thinking like online marketers in order to survive. |
