Retention, engagement & subscriber-only newsletters: lessons to learn from the experts at WAN-IFRA’s Digital Media Europe
To end April on a high, The Audiencers’ team took a trip to Vienna for WAN-IFRA’s Digital Media Europe event to hear from a wide variety of experts working in media companies across the continent (and the Atlantic). From engaging young audiences and retaining subscribers, to the challenges & opportunities of AI, there was a lot to takeaway from the 2-day event. To give you a taste of the expertise on offer, here are 4 presentat that stood out.
- “Gen Z are interested in news, but you have to present it in the places where they are” – LADbible Group on engaging young audiences
- Subscriptions have continued to rise, but the focus now needs to be on retention – The retention strategies that Die Zeit have put in place to keep trial subscribers
- Responding to the needs of an audience in search of quality, local content – how The Mill has gained 4,350 newsletter subscribers across their 3 brands
- “Subscribers who receive at least one of the subscriber-only newsletters in the portfolio retain better than those with free newsletters.” – The 3 types of newsletters at The New York Times, and how they’re using premium newsletters to increase retention
“Gen Z are interested in news, but you have to present it in the places where they are.” – LADbible Group on engaging young audiences
“There’s this argument that young people don’t like news. Well, they do. They perhaps just don’t like it in the way you’re serving it to them. Or they don’t share the same traditional opinion that you have of what news actually is…
Just because it’s not what you would find on the front page of a traditional broadsheet publisher, for example, doesn’t mean it isn’t news. You have to go to where your audience is.”
Simon Binns, Managing Editor at LADbible Group
…as they proved in the number of users tuning in to the Covid-19 update on LADbible in 2020 vs that of the BBC.
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Read the full article on The Audiencers.
