Subscriber acquisition is expensive, but with a jump in both subscription fatigue and news avoidance, it’s also risky if media publishers don’t get it right.
Without a targeted understanding of digital behaviors and accurate data analysis, publishers can do a lot of work trying to acquire subscribers, only to lose them without seeing a full ROI. It’s not enough to aim for acquisitions generally, which can amount to empty vanity metrics. Instead, publishers strive to strategically focus their time and resources on acquiring the right kinds of subscribers…those who will stay committed.
Committed subscribers offer publishers increased customer lifetime value, attractive word-of-mouth referrals, and opportunities for cross-selling and upselling. For publishers, the distinction between ambivalent subscribers and committed subscribers – and how to pursue them with precision – makes all the difference for profit potential.