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SUBSCRIBER ACQUISITION & RETENTION
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June 16, 2011
Marketing home-delivery subscriptions has become a science as newspapers focus increasingly on cost-effective models that target subscribers, use behavior modeling to retain customers and institute billing practices designed to encourage renewal. This new report, based upon a comprehensive presentation at NAA mediaXchange 2011, focuses on creating a comprehensive approach to marketing home-delivery circulation with an emphasis on building subscriber retention.
April 11, 2011
Newspaper marketers are finding apparent success through new online sales channels by striking deals with social commerce sites that are drawing value-conscious tech-savvy consumers. NAA has released a new paper on the effectiveness of these relatively new sources of sales. The report provides insight into the measured success newspapers are experiencing using social media to secure new subscribers, and includes interviews with circulation sales executives who share their experiences working in the world of social media and the elements of a successful campaign.
February 12, 2009
The crew (door-to-door) sales channel can be an effective order source when implemented correctly. It provides newspaper sales and marketing managers with another weapon in their arsenal to combat telemarketing rules and allows the well versed solicitor to overcome objections at the door. The fact that payment is more easily achieved in person can also lead to better retention rates than just a bill me order.
December 30, 2008
Automated telephone messages are effectively used by newspapers for tasks ranging from verifying service starts to letting customers know about service delays. Many newspapers have also had good results using the technology to alert subscribers whose subscription is about to expire, contacting customers about opportunities to upgrade their subscriptions and restarting vacation stops.
June 26, 2008
Newcomers, particularly those who commute, continue to be the most challenging frontier in growing circulation, particularly home delivery. In the Poughkeepsie Journal coverage area the added challenge is reaching time-strapped newcomers who have brought other reading habits with them. Many of these residents commute to points south, particularly Westchester County and Manhattan.
May 22, 2008
Helping community groups raise money has helped Sun newspapers in Port Charlotte, Fla., increase circulation sales and gain access to new retail outlets. Mark Yero, circulation director for newspapers, created the promotion in 2004 while working at the Columbus (Neb.) Telegram where he noticed employees helping their daughters sell girl-scout cookies. Taking advantage of the sale, the paper attached postcards to cookie boxes, telling buyers they could assist the scouts further by trying or buying the local newspaper.
February 14, 2008
To ensure that the newspaper has started without incident, a verification effort, generally a phone call but some newspapers are experimenting with e-mail or direct mail is made. The verification call usually occurs in the communication timeline within the first 24-to-48 hours of delivery with the purpose of ensuring that...
August 08, 2007
Newspapers need every possible tool in this highly competitive media market place. Stop Codes can be one indicator of what subscribers are attempting to tell you. It makes sense to use Stop Codes as one means to catch a glimmer of what your subscriber's are thinking and wanting. In this study, stop codes from eleven newspapers were analyzed using a subscriber retention methodology.
July 31, 2007
In 2003, newspapers of all sizes across the country reduced their reliance of telemarketing as a source of new subscription sales. The evolution of the home delivery sales model accelerated in the second half of last year as newspapers prepared for the October 1 arrival of federal telemarketing regulations. A recent NAA survey of circulation executives documented the shift.
July 30, 2007
With countless “new subscriber” offers continuously unveiled by newspapers in an effort to acquire new readers, it's no surprise that retention rates at times can be less than impressive. Readers often find incentives for becoming a new subscriber, but few for proving to be a loyal or renewing customer. Instead they find higher rates have replaced their “low introductory offer” and their eligibility for discounts is suspended for the next 90 or so days.