Subscriptions vs. memberships

2018-04-12 12:00:00 2018-04-12 13:00:00 Europe/Rome Subscriptions vs. memberships #ijf18 As monetization strategies shift from advertising (where Google and Facebook take the lion’s share) to reader revenue, there is an important distinction lost on many publishers: subscriptions vs. memberships. Simply put, subscription is a one-size-fits-all approach. It treats all customers the same, no matter their income level or engagement. Many publishers do more than publish news: they host events, offer discounts, even sell merchandise. A tiered membership strategy allows the publisher to reconfigure those offerings into different bundles that can appeal to different audience segments that have varying levels of price-sensitivity. However, pulling this off requires a precise strategy and deep understanding of the audience. To quote the Harvard Business Review: “Subscription is a pricing structure. Membership is a mindset.” Sala del Dottorato - Perugia

panel discussion | in lingua inglese (senza traduzione)

12:00 - 13:00   giovedì 12/04/2018

Sala del Dottorato

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Gabriel Kahn
Annenberg School for Journalism USC
Ben Nishimoto
Honolulu Civil Beat
Mary Walter-Brown
fondatrice e CEO News Revenue Hub

As monetization strategies shift from advertising (where Google and Facebook take the lion’s share) to reader revenue, there is an important distinction lost on many publishers: subscriptions vs. memberships. Simply put, subscription is a one-size-fits-all approach. It treats all customers the same, no matter their income level or engagement. Many publishers do more than publish news: they host events, offer discounts, even sell merchandise. A tiered membership strategy allows the publisher to reconfigure those offerings into different bundles that can appeal to different audience segments that have varying levels of price-sensitivity. However, pulling this off requires a precise strategy and deep understanding of the audience. To quote the Harvard Business Review: “Subscription is a pricing structure. Membership is a mindset.”