Accelerating reader revenue
Location:
Official timetable established: Mexico City - ONLINE
This session will provide a digital subscription overview on how the industry is pivoting, perhaps definitively, towards reader revenue. Cases in these countries, particularly reluctant to pay for online content, have applied different strategies to maximize their suscriptions strategies by creating new products, more engagement, and “churn” rates to drive growth exponentially.
TIME: 10:00 AM CDMX/ Bogotá · 12:00 PM Buenos Aires/ São Paulo · 5:00 PM Madrid
Moderator
Chief Revenue & Innovation Officer, Diari ARA, Spain
Vocento: the definitive switch to 'reader revenue'
In 2015, Group Vocento in Spain launched the first metered paywall in the country in one of its most successful news brands: El Correo. Five years later, they have 54,000 digital subscribers in eight of their regional papers. The key to their success is a huge investment in R&D that has enabled them to create new products and a lasting bond with their readers that have driven subscriptions. What is their next challenge? to consolidate their reader revenue strategy by adding three regional papers and its daily national, ABC.
Referenten
Director Consumer Strategy, Vocento, Spain
Sell smarter: get more subscribers, earn more, reduce churn
In 2018 a survey undertaken by Gazeta Wyborcza (Poland) among their readers, showed that only 30% of its readers were willing to pay for news. After careful analysis, they found that while the launch of special offers spurred the acquisition of new subscriptions, the churn rate was too high and it was really difficult to gain a loyal audience. In 2019, they decided to refute the myth that "you cannot sell more if prices increase", and they hit the nail on the head: the increase in their subscription prices increased the number of subscribers (more than 200,000), higher rates of recurring payments and higher ARPU.
Referenten
Director of Subscription Strategy, Gazeta Wyborcza, Poland
Boosting usage and retention: Grupo RBS’ results on reducing churn rates
How Brazilian Grupo RBS is managing to have one of the lowest digital subscription churn rates increasing mobile usage and reader’s engagement.
Referenten
Executive Vice-President of Product & Operations (TV, Print, Digital, Radio), RBS Group, Brazil
