The Times’ subscription sales jump 200 percent since pivoting from breaking news

By Aarthi Rayapura March 30, 2017

Excerpts from an article by Jessica Davies in DigiDay

British newspaper The Times has seen subscriptions sales jump 200 percent in the last year, since it pivoted from publishing on a breaking-news cycle to a digital editions-based publishing strategy a year ago.

Subscriber churn is also at a record low, down 4 percentage points compared to the previous year, according to Catherine Newman, chief marketing officer at The Times and Sunday Times. Last summer, total print and digital paying subscribers rested at 413,600, according to the publisher. And in the first half of 2016, new paying-subscriber sales rose 200 percent compared to the first half of 2015.

That growth is partly thanks to a shake-up to the digital marketing processes as much as shifting its editorial approach. “The editions-based strategy fundamentally changed how we worked in the marketing team, with our focus now on the 9 a.m., 12 p.m. and 5 p.m. editions,” said Newman.

Having a different edition ready for three, set times helps the 10-person digital marketing team to structure their efforts. “What has been revolutionary for us and editorial is that in changing to the editions’ publishing strategy and moving away from rolling news, we now have appointments to view with our subscribers and registered users that we didn’t have previously,” she added.

As much effort goes to increasing engagement with existing subscribers as it does to acquiring new ones, according to Newman.

Read the full article on DigiDay and check out Zuora’s guide – 3 Acquisition Strategies for Printi-to-Digital Publishers