Winning the young ones: how NTM grew its under-25 subscriber base by 500%
Lessons from Sweden’s second-largest local news publisher on building a subscription to acquire young audiences.
Madeleine is Co-founder of The Audiencers and VP Marketing at Poool. Having worked with a variety of publishers from across the globe, Madeleine's developed a deep understanding of reader revenue, engagement and conversion strategies.
232 posts
Darwin CX and Poool unite to build end-to-end subscription platform for publishers
Poool is proud to announce a definitive agreement with Darwin CX to provide publishers with a unified, end-to-end subscription platform.
Behind The Guardian’s record-breaking US End of Year campaign
We discover the strategy behind The Guardian's 2025 marketing campaign that led to $3.1 million in donations
Minor tweaks make all the difference: lessons on breaking the subscription plateau from Forum Communications
Blocking archived content, fixing payment failure... small changes have a big impact when you're a mature subscription business
Building resilience with registration
By converting anonymous visitors into known users, you’re building the resilience needed for a privacy-first, platform-fragmented market.
Beyond the feed: mastering the 7 modes of next gen news engagement
Findings from the report that highlight 7 Modes of Engagement, distinguishing how "next gen" consumers discover, consume, & share news
The state of play: What WAN-IFRA’s Trends Outlook 2026 says for your subscription model
What does WAN-IFRA's latest report tell us about reader revenue, and what should you do about it?
Benchmarking donation and support models
Screenshots from leading donation-led publishers around the world to help you gain financial support for your work!
Benchmark ideas to increase newsletter subscribers
Newsletters are a powerful engaging, habit-forming and loyalty-building tool - so how can you get more newsletter subscribers?
Subscription offer page benchmarks
A collection of subscription offer pages to help you convince readers of your product, and better convert them into subscribers.