14 October 2020

Digital Media Subscription Master Class: Retention

Join us for three, free in-depth webinars on digital subscriptions focused on the three pillars driving reader revenue strategies.

Acquisition
Wednesday, Aug 19, 2 p.m. to 3:15 p.m. London time, 3 p.m. to 4.15 p.m. Berlin time and 9 a.m. to 10:15 a.m. New York time. Replay webinar 1 here.

Engagement
Wednesday, Sept 16, 5:30 p.m. to 6:45 p.m. UK time, 6:30 p.m. to 7:45 p.m. Berlin time and 12:30 p.m. to 1:45 p.m. New York time. This Masterclass will form part of the wider FIPP World Media Congress but registration for it will remain free. Replay webinar 2 here.

Retention
Wednesday, Oct 14, 2 p.m. to 3:15 p.m. London time, 3 p.m. to 4.15 p.m. Berlin time and 9 a.m. to 10:15 a.m. New York time. Replay webinar 3 here.

Overview
Media are in the throes of building, expanding and optimising their reader revenue businesses. Some companies are already driving millions of dollars in revenue by creating business units devoted to subscription strategies, products, user experiences, data-driven experiments and reader loyalty.

The webinars will explore the three pillars of reader revenue: Acquisition, Engagement and Retention, using detailed case studies and expertise as the foundation for every topic. Participants will learn the keys to success in every subscription operation from the experts who have been building these revenue operations for years.

The webinars are free. Participants will receive presentations and links to the edited webinars. If participants attend all three webinars, they will receive an official certificate of completion from FIPP and Mather Economics.

Certification
Participants who attend all three webinars in full, will receive an official certificate of completion from FIPP and Mather Economics.

Who should attend?
Media executives with revenue responsibilities, management in charge of subscription units, practitioners in subscription operations, consultants, academics.

WEBINAR 1, Wednesday 19 August

Acquisition: Strategy, Analytics, Marketing

Overview: Successful reader acquisition demands a delicate balance between strategy and data-driven implementation. In this webinar, participants will learn how to determine the right subscription acquisition strategy for their company, and apply tried-and-true, data-driven principles every step of the way. The objectives are to acquire new customers and then to drive engagement and lifetime value, while stemming churn.

Mather Economics, a global leader in media subscription strategy and analytics, will lead the webinar, and they will welcome two guest speakers from successful media companies to share their successful digital subscription case studies.

CONFIRMED: Dr. Matt Lindsay, President, Mather Economics, USA
CONFIRMED: Sidney Glastad, Acquisition Manager, Schibsted, Norway
Moderated by Martha Williams, CEO, World Newsmedia Network, USA
Hosted by James Hewes, President and CEO, FIPP, UK

In this session, participants will learn about:

Acquisition strategies and benchmarks
Paywall types and merits for each
How to move readers through an acquisition funnel
Conversion triggers
Meter limit best practices
Meter targeting: Reader propensity, geographic, content, ad blocking
Impact of premium content and how it relates to a metered or non-metered paywall
How registration walls can compliment (and outperform) the paywall itself
Profile of subscribers likely to subscribe
Subscription marketing tactics and channels
User experience
Dynamic acquisition and renewal pricing; MSRP (list price) vs. discounting
Types of personalization and impact on conversion rates
Acquisition trends using Listener data: What works, what doesn’t
Customer onboarding tactics
Preparing the market for the paywall
Preparing the staff for the paywall culture shift
Why the “paywall” gets the headline, but the lead is a shift in mindset to be digital-first and customer-first due to the shift in revenue away from ad dollars/print to digital subs
Post-acquisition: Next steps
Reader motivation for purchasing subscriptions
How to implement targeted acquisition campaigns through your tech stack

Replay webinar 1 here

WEBINAR 2, Wednesday 16 September (also part of the FIPP World Media Congress)

Engagement: Strategy, Content and Targeting

Overview: Successful reader engagement requires the ability to use user data to identify the most loyal users who have the highest potential for lifetime value. These data can be used to identify and target the best content for each individual user, enabling retention in the future. In this webinar, participants will learn how to drive higher engagement among users for their company, and apply data-driven targeting to ensure retention. The objectives are to drive loyalty and reduce churn.

Mather Economics, the world leader in media subscription strategy and analytics, will lead the webinar, and they will welcome two guest speakers from successful magazine subscription case studies. Speakers and case studies:

CONFIRMED: Dr. Matt Lindsay, President, Mather Economics
CONFIRMED: Abi Spooner, Customer Strategy Officer, Dennis Publishing
CONFIRMED: Dan Gilbert, Director of Data, News UK
Moderated by Martha Williams, CEO, World Newsmedia Network, USA
Hosted by James Hewes, President and CEO, FIPP, UK

In this session, you will learn about:

What is engagement and how to measure it
The engagement journey: Awareness > experience > habit > preference > loyalty
Engagement benchmarks
Who are the best subscribers and how to keep them?
How metered model affects engagement
How to drive habit formation
How content targeting drives engagement
Segmenting the audience based on engagement
The role of the newsroom in user engagement
The role of marketing in user engagement
The correlation between engagement and retention
How to implement targeted engagement campaigns within your tech stack

Replay webinar 2 here

WEBINAR 3, Wednesday 14 October:

Retention and Customer Lifetime Value (CLV): Strategy, Propensity Modeling and Churn-busting

Overview: Reader data informs successful subscription retention. The objective is to circumvent churn in the first place, and leverage data-driven propensity modeling to identify best customers and customers likely to churn. This strategy buys time to ensure loyal customers stay, and to convince customers who are likely to churn to remain.

In this webinar, participants will learn how to leverage reader data to drive higher retention rates among users for their company, and to create successful marketing campaigns and relevant content in order to maintain and grow subscription numbers.

Dr. Matt Lindsay, President, Mather Economics
Selma Stern, SVP Consumer Subscriptions, Business Insider
Claire Overstall, SVP, Global Head of Customer at The Economist
Moderated by Martha Williams, CEO, World Newsmedia Network, USA
Hosted by James Hewes, President and CEO, FIPP, UK

In this session, you will learn about:

What is retention and Customer Lifetime Value?
What factors drive churn?
Retention benchmarks
Churn propensity models
How to win back churned customers
How to reach out to churned customers to learn how to improve
Churn-reducing marketing tactics
How to use data to identify content that correlates with retention vs. acquisition
How CLV informs subscription pricing
How to use dynamic renewal pricing to grow revenue and reduce churn
A/B testing strategy
How the retention strategy can drive decisions about content
How to build newsroom support for subscription retention strategy
How to retain new customers who joined during the pandemic
How to implement targeted retention campaigns in your tech stack
Evolving the product to upgrade your most loyal subscribers