When it comes to selling subscription products, publishers are finding most success by marketing to their existing audiences and direct connections through house ads and email marketing campaigns, as opposed to purchasing advertising from third-parties.

At the Digiday Hot Topic: Subscriptions and Memberships event in August, 65 percent of publisher executives said email marketing is their most effective customer acquisition tool for subscription products, followed by 16 percent who said house ads are their most effective tool.

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