Video: McClatchy’s Grant Belaire on selling subscription ‘side products’

For local news, the main selling point of a subscription is a broad range of coverage and content. But for McClatchy, a media organization producing a lot of local news content, the future of subscriptions lies with the readers who continuously over-index in specific content categories. In this presentation from Digiday’s Hot Topic: Subscriptions and Commerce, which took place in New York City this past February, hear from Grant Belaire, vp, digital audience development at McClatchy, on finding the right content verticals, the creation and launch of Sports Pass, a sports-only subscription product, and what content categories they’re looking to next. The key hits:

  • Consumers are being conditioned to expect that they will have to subscribe to something, whether it’s a food delivery service, or a news source.
  • Side products, like McClatchy’s sports-only subscription Sports Pass, allow the consumer to feel like they are paying for the content they are already over-indexing in.
  • It’s OK if a full-paying subscriber wants to convert to a smaller product, because the important result is that they’re still a subscriber, since the other option is no subscription at all.

 

Listen to this presentation on the Digiday Live podcast here.

https://digiday.com/?p=328867

More in Media

How creators are using generative AI in podcasts, videos and newsletters — and what advertisers think about it

Here’s a look at how some creators are leveraging generative AI to create video, audio and written content — and whether or not that’s a turn-off for advertisers.

Illustration of a performer balancing money weights on a tightrope, symbolizing how brand safety tools help marketers maintain performance and control.

Buzzfeed, News Corp and New York Times push back on tariff fears in earnings calls

Publishing execs pushed back on tariff and macroeconomic climate fears in Q1 2025 earnings calls, expressing confidence that their businesses would grow this year.

Digiday+ Research: Publishers’ subscription revenue is up this year, and they’ll focus on growing it even further

Subscriptions is one area where publishers are seeing more revenue, and, in turn, ramping up their plans to strengthen that part of their business in the coming months.