• June 10, 2020 •
Subscriptions are essential, now more than ever for publishers. For many, thanks to the coronavirus, there’s also been a corresponding corona-bump in subs as readers flock to sites for news.
But gaining subscribers is only part of the story. The other one is churn. One factor that subscription publishers have to be wary of is going too low with introductory offers, especially when the subscription product is at a premium price. “The lower you go, the higher your churn is going to be so striking that balance is really important as well as having a lot of options,” said Lindsay Horrigan, global head of subscriptions & consumer marketing of Bloomberg Media.
