You're reading The Audiencers' newsletter #85 sent out on March 18th, 2026. To receive future newsletters straight to your inbox every two weeks, sign up here.

2 weeks already since Hamburg and the article summaries are coming in hot!

The topic of the day was relationship-building in its two forms – ensuring readers feel valued as individuals (through dynamic strategies, targeted offers and personalization) and helping them feel part of something bigger (with communities and conversation elements). By combining the two, publishers can combat many of the challenges being faced by the industry today, including falling traffic, threats of AI and subscription saturation. 

For Festival attendees, Audiencers’ Subscribers and Poool clients, you can catch up with the slides here.

In today’s newsletter: 

• (from Hamburg) Behind The Kyiv Independent’s 20K community success
• Bundling beyond journalism: interview with Mediahuis’ Group B2C Strategy Directorabout their “essential” subscription, bundling hiking apps, e-books and masterclasses alongside its journalism
• (from Hamburg) How Sweden’s NTM Media has grown their young subscriber base: 500% increase in the past year!
• Links to add to your reading list

Behind The Kyiv Independent’s 20K community success

The Kyiv Independent has grown to over 20,000 members and achieved a churn rate of just 1.64%, all without using a paywall…

Membership Growth Manager, Yana Zhuryk, shared the “how” at Audiencers’ Festival in Hamburg last week: 

1. A community philosophy
The core hook is that their journalism is free for everyone. Instead of selling access to content, they sell belonging. Membership is framed as a ‘way in’ to a mission-driven community, which has proven far more powerful for loyalty than a transactional subscription.

2. Human connection
The newsroom prioritises direct communication with individual audience members.
> The team maintains a Discord community for real-time engagement and commits to answering member emails within 24 hours
> Visible experts: field reporters like Francis Farrell are the “faces” of the brand, appearing in trench-side YouTube videos and personal newsletters that provide a “behind the scenes” look at reporting under fire
> A polished, promotional email marketing campaign was pitted against a personal, storytelling email written by a team member. The personal version drove 3x more conversions and saw significantly higher open and click-through rates

3. Innovative engagement tools
> The community map: members can literally place themselves on a global map, seeing the connection to like-minded supporters worldwide
> Participatory content: through their “Our readers’ questions” series, members can submit questions that the editorial team then answers in dedicated articles.

This continued focus on trust and relationships is paying off!
> A churn rate of 1.8% (compared to an industry average of ~3.6%)
> LTV: members stay for years, not months, because the relationship is emotional, not transactional
> Global reach: 95% of their paying members live outside Ukraine, proving that niche local stories can have massive global revenue potential if the relationship building is right

Full article on Audiencers

Mediahuis is bundling beyond news

Mediahuis has built an ‘essential subscription’,  bundling journalism with apps, e-books, masterclasses, the New York Times and… hiking!

The goal: to solve a genuine consumer problem, making a digital subscription valuable enough that subscribers use it daily, not just when news breaks.

Journalism remains the core, but the strategy rests on the belief that Mediahuis can offer subscribers more value beyond it.

-> The bundle is structured around three layers:

Inform: covers the journalism itself, shifting towards depth and away from commoditized news

Guide: covers service journalism, such as restaurant recommendations and personal finance advice

Enable: services that let subscribers act directly on what they have read. RouteYou, a service for outdoor enthusiasts that competes in the same space as Strava, was the first enabling service added to the bundle in 2023.

-> The addition of RouteYou has been a game changer in making the brand’s bundle usable. Mediahuis had long published hiking and biking content, but the next step was always missing: readers could learn about a trail, but had nowhere to go from there. Now, a QR code in the article links directly to the route in the RouteYou app.

-> This focus on usability pays off. Subscribers who activated RouteYou show 26.5% lower churn. 

For Matthijs van de Peppel, Group B2C Strategy Director, the guiding principle for this kind of diverse bundle is to stay within‘one degree of separation’ from your core journalism, adding only services that connect naturally with what the newsroom already produces

> Read our full interview with Matthijs on Audiencers

How Sweden’s NTM Media has grown their young subscriber base by 500%

TLDR: They made it free! (but of course, it’s more strategic than just that!)

First, before even thinking about pricing, a total shift in editorial focus, relationship-building, and commercial offering.

Reporters were encouraged to write specifically for a 30-year-old target audience and provided with the tools to track this, and reporters were turned into local “influencers” on Instagram and TikTok

3⃣ clear offerings were developed based on age group:
-> 18-25 year olds: Free, including access to the website and app, with one session per user
-> 25-29 year olds: 50% off, including access to the website and app, with one session per user, plus membership discounts
-> 30 year olds: Full price, all of the above plus multiple sessions per user

 A “foolproof” age verification system 

The signup process was designed to be rigorous enough to ensure data integrity while providing a smooth transition to paid status. Although NTM acknowledged the six-step process was longer than they ideally liked, it served two critical strategic functions: foolproof age verification (through social security number collection) and long-term billing preparation (users are required to provide credit card or billing information upfront).

This “opt-out” model allows for a frictionless transition to a paid tier once the user turns 25 (30% opt-in conversion rate so far)

The most surprising outcome from this strategy was how easily and rapidly this attracted completely new readers. 88% of the new readers had no earlier customer relationship with NTM’s brands.

> Full article on Audiencers from our recent Hamburg Festival

> And the brilliant Thomas Baekdal made a free-to-paid projection calculator based on the NTM data that you can play around with to see how this strategy will pay off ()

Links to add to your reading list

• Big moves in the UK media industry
  • dmg media has launched UK’s first-of-its-kind subscription bundle, bringing together Daily Mail+, The i Paper, and New Scientist
  • Axel Springer announces agreement to acquire Telegraph Media Group
  • Reach announces 15,000 subscribers months after launching premium tier for readers
• How the Financial Times’ registration strategy transformed anonymous reach into recurring revenue

See you in 2 weeks for the next newsletter,

Madeleine

The post #85. Mediahuis’ essential subscription bundle appeared first on Audiencers.

You're reading The Audiencers' newsletter #84 sent out on March 4th, 2026. To receive future newsletters straight to your inbox every two weeks, sign up here.

I send out this newsletter every 2 weeks, and I promise you EVERY time it falls on a week when we have a Festival But so excited to share articles from our time in Hamburg!

But so many great subscription success stories coming in at the moment. Plenty in today’s newsletter: 

• Lessons on breaking the subscription plateau from Forum Communications’ Chief Revenue Officer 
• For many, subscriptions are rising even as traffic shrinks
• Behind The Guardian’s record-breaking end-of-year campaign 
• Links to add to your reading list (including a debate on whether the NYT is still a news company…)

Lessons on breaking the subscription plateau from Forum Communications

Don’t overlook the subscriber acquisition goldmine that is archived content !

As publishers, we tend to obsess over today’s headlines.

At Forum Communications, they decided to looked at 30+ day-old content.

Stephanie Schroeder, Chief Revenue Officer, told me that when they checked Google Analytics, they discovered that ~10% of page-views were on articles older than 30 days.

And unlike homepage traffic, this content is typically accessed via search, social and direct links, which means users are actively seeking out this content.

> High intent = high propensity

So they tested hard paywalling 30+ day-old articles.

The results:
> Conversion rate doubled compared to standard paywalls
> 15–20% of all subscription conversions now come from archived content walls

(and no, they didn’t notice any negative SEO impacts as a result of this change!)

> This is just 1 of the many small tweaks that have culminated to having a big impact on helping Forum Communications to break the subscription plateau

-> Find more lessons in our full interview with Stephanie on Audiencers

For many, subscriptions are rising even as traffic shrinks

This ^^^^ is important news for publishers and your strategy

Despite traffic falling (according to various research, including Reuters Institute)…

> Irish Times journalism is now fully funded by subscribers

> The Atlantic now has “well over 1.4 million subscriptions”

> Daily Mail has seen huge success since launching their subs offer – they “raced past a quarter of a million subscribers” last March

> At The New York Times and The Wall Street Journal, growth isn’t just continuing, it’s speeding up

The future of media, and the survival of journalism isn’t about page views, but relationships.

Behind The Guardian’s record-breaking US End of Year campaign

The Guardian’s end-of-year support campaign, running from early November, through Giving Tuesday and on to midnight on December 31st, is the most critical window in their financial calendar.
 
And their 2025 EOY campaign surpassed expectations:

• $3.1M total raised in cash (beating the $3M goal).
• $8.6M lifetime value including recurring gifts.
• An 83% increase in value over the 2023 baseline

So what were the secrets behind this success? 

> Phasing, using lessons built up through the year:

• The campaign isn’t a single burst of energy but a carefully choreographed sequence that leverages cultural and political moments.
• For instance, the campaign starts early, in November, launching on the anniversary of Trump’s 2024 victory to lean into the “defense of the free press” mission)

> Test & optimize in real time: 

• While traditional A/B testing is the industry standard, it’s often too slow for the “winner-takes-all” windows of Giving Tuesday or New Year’s Eve. To combat this, the Guardian team uses multi-armed bandit testing to optimize messaging in real-time

> Deeply root the campaign in the newsroom: 

• Georgia Warren, US Executive Editor and VP, Reader and Supporter Strategy at The Guardian, serves as a bridge between journalists and commercial teams.
• Every public-facing module is reviewed by an editorial eye to ensure the tone is a seamless extension of the journalism, not a jarring commercial break

> Find my full chat with Georgia on Audiencers

Links to add to your reading list

• Digiday’s article mentioned above is worth a read: Subscriptions are rising at big news publishers – even as traffic shrinks
• How South Africa’s Daily Maverick keeps fine-tuning its membership programme
• Is The New York Times still a news company? This graph caused some debates (but don’t forget how news is still part of the bundle!)

See you in 2 weeks for the next newsletter,

Madeleine

The post #84. Behind The Guardian’s $3.1M end-of-year campaign appeared first on Audiencers.

You're reading The Audiencers' newsletter #83 sent out on February 18th, 2026. To receive future newsletters straight to your inbox every two weeks, sign up here.

Hope you’re doing well! I never know what to put in these intros , the important stuff is always below, so let’s just dive in: 

In today’s newsletter:

• Profitable by 2026: the business logic behind Le Monde in English
• New “Directory of Consultants”
• A “free” area? New (/old) strategy for hard walled media
• Building resilience with registration
• Links to add to your reading list

Profitable by 2026: the business logic behind Le Monde in English

The ‘Holy Grail’ for many non-English publishers is breaking into the US market, where they can reach a large audience with high propensity to subscribe. And with the rise of increasingly impressive AI translations, this now seems simpler than ever.

For France’s Le Monde, it’s helped turn a high-cost dream into a soon-to-be-profitable reality

But as Director of Diversification Arnaud Aubron highlights, it’s not as simple as just copy & translate…

> AI is the enabler, not the editor – Le Monde uses a triple-check workflow including native-speaking journalists 

> The goal isn’t to replace the likes of the NYT but to become a complementary source with an EU perspective

> Contrary to the ‘AI replaces humans’ narrative, AI hasn’t killed jobs, but made the project viable. It actually allowed Le Monde to hire 10 permanent journalists who wouldn’t have been hired otherwise.

 The verdict: whilst AI does remove the technical barrier to entry, it doesn’t solve the cultural barrier. You can’t just translate and hope for the best, you have to offer a unique lens that readers can’t get elsewhere.

> Le Monde in English has clearly done things well, and is now on track to be profitable in 2026! Find the full interview on Audiencers

New Directory of consultants 

In need of an expert consultant to support you in achieving all your reader revenue goals? Look no further! Audiencers is here to help;)

A directory specifically for media brands

Segmented via key areas of expertise and language

A link to contact them via LinkedIn for more info

Supporting publishers and independent consultants alike

Check it out here

If you’re a consultant not on the list, submit your profile using the button in the top right hand corner!
If you’ve already submitted your profile but haven’t yet claimed it, find your page and click “claim this profile”. We’ll approve it and you’ll have full editing access (cool right!)

P.s. As a team of just 2, we might not approve changes/submissions for a few days, but don’t fret, we’ll get round to it when we can!

A “free” area? New (/old) strategy for hard walled media

We’re seeing an interesting flip in publishers’ subscription models – whilst many used to have a “premium area” with articles reserved for paying subscribers, a few are now including a “free area” on their homepage, with fully open content.

I imagine that these homepages are built specifically for non-subscribers, aiming to balance engagement with frustration whilst combatting the “subscription saturation” challenges (i.e. leaving more content open to allow middle-of-the-funnel audiences to discover the value of their content). 

Thanks Kaiden Chandler (The Ithaca Times) for sending these examples over!

Building resilience with registration

Building resilience in a privacy-first, platform-fragmented market isn’t just about subscriptions, it’s about registration…

Why move registration to the top of the agenda?

> Monetizing the “maybe” segment: In many markets, willingness to pay is low (around 10% in the UK, Spain, and Italy). Registration provides a longer runway to demonstrate value before asking for a credit card whilst increasing revenue from ads
> Counter declining ARPU: Demographic data can increase display ad rates by 45%, and registered users convert to paid subs at 3x to 40x the rate of anonymous readers
> Data resilience: With third-party cookies crumbling, first-party data is the only way to maintain effective audience targeting and personalisation

How can you succeed in registration?

> Build a high-value proposition: a convincing statement and benefits to convince a reader to pass through the registration wall

> Reduce friction with progressive profiling: collect data over time, maybe starting with just an email address and password. But only collect what you’ll use!

> Understand your “Why”: this helps you focus efforts into the right aspect of registration

> Engage immediately: onboarding registered users just as you would subscribers

In our latest article on Audiencers, we share recommendations from FT Strategies’ latest report, combined with our own registration case studies, to help you build the anonymous to known strategy needed for 2026.

Links to add to your reading list

• An audience expert’s advice for getting first-time visitors to come back within a week
• Why Aftonbladet’s readers reject AI articles – but embrace AI chatbots
• News24 curated a “Best of Investigations” series, making high-impact archive pieces free for 24 hours only. This reached 500,000 users and added 23,000 highly engaged readers to their retargeting pool for future campaigns. (from FT Strategies’ registration report)

See you in 2 weeks for the next newsletter,

Madeleine

The post #83. Le Monde in English is on track to become profitable in 2026 appeared first on Audiencers.

You're reading The Audiencers' newsletter #82 sent out on February 4th, 2026. To receive future newsletters straight to your inbox every two weeks, sign up here.

Congratulations, you survived January, the seemingly longest month of the year! 

In today’s newsletter:

• How do you get young audiences to engage? Recommendations from the second Next Gen News Report
• A new paywall trend? Promoting popular premium content in the paywall
• Locking in subscribers: how to ‘help’ readers stay without holding them prisoner 
• Links to add to your reading list

How do you get young audiences to engage?

The second Next Gen News Report from FT Strategies, Knight Lab and Google News Initiative is out, sharing a roadmap for news organizations to reach younger audiences.

According to the research, younger consumers are not passive; they are active information curators who cycle through distinct mindsets.

7⃣ To reach the next generation of news consumers, publishers must start designing for 7 specific “modes” of engagement:

The “Sift” Modes: how news is discovered

1. Scroll

The vibe: Passively encountering news whilst browsing social feeds 

The strategy: intentionally create content that feels native to the platform and find patterns that break through to capture fleeting attention in the few seconds before viewers scroll to the next post

2. Seek 

The vibe: actively looking for information on a specific event or topic

The strategy: anticipate information needs and make depth accessible without friction, ensuring that credibility, clarity and efficiency guide every interaction.

…

> Find the full list of modes, as well as recommendations and case studies to win over next gen readers on Audiencers

A new paywall trend?

I’m seeing more and more publishers adding trending premium articles into the paywall itself. It appears to be a great way to show the value of subscription:

 FAZ

South China Morning Post

(Love that they’ve included the features list and benefits too. Makes for a very concise but complete paywall)

Locking in subscribers

Ever wanted to cancel a subscription or switch products only to realize it’s too expensive, too much hassle, or just annoying? Then you’ve encountered lock-in effects.

These clever tricks help to encourage readers to stay and be a little more loyal.

Don’t get me wrong, I’m not suggesting you handcuff subscribers and imprison them in your offer (more than anything, it’s illegal…)

But just look at Apple vs Android, or Spotify vs Deezer or Apple Music – very few users regularly switch between them due to the effort in changing. 

So how could you build that kind of loyalty? 

> Ecosystem (compatibility)
Apple is the master here – if you own an iPhone you might also have a Mac, Airpods, an Apple Watch, iCloud, etc. Everything is seamlessly interconnected, and those who decide to switch one item often have further usage challenges after. 

In the publishing world, think of the New York Times who is slowly taking over your cooking, sports, games, news… 

What does this mean for you? Consider offering complementary products to your subscription that work together to provide greater value.

> Personalization 

After using Spotify for the best part of 10 years, it knows me (a little too) well. Moving to Apple Music now would mean starting fresh. It’s a great loyalty-builder.

What does this mean for you? Algorithms might make this time spent on personalization less valuable, but it does provide us with a welcome reminder to adapt the experience to your user and tell them that you’re doing it. 

> Strategic subscription bridges

Netflix’s Stranger Things schedule is a lock-in masterpiece. It looked like a holiday gift for fans, but was actually a calculated assault on the monthly billing cycle.

• The clever gap between the first and final episodes being released, ensuring subscribers pass a billing cycle whilst waiting for new episodes
• Strategic ‘pulses’ of releases to build buzz around the series, turning audiences into a free marketing army
• Playing a defensive strategy by releasing these episodes during the “churn danger zone” over the holidays when consumers tend to cut finances

What does this mean for you? We often make the mistake of front-loading value, delivering everything during onboarding, and treating renewals as administrative dates rather than strategic opportunities. 

-> Consider strategic “unlocks” of value just after renewal dates

-> Instead of dumping a massive feature update once a year, release updates in “pulses”

> Lennart Schneider writes more about lock-in strategies on Audiencers

Links to add to your reading list

• What WAN-IFRA’s Trends Outlook 2026 Report says for your subscription model
• Beyond the hype: Three cultural traps blocking AI adoption
• New section on Audiencers – Level Up, to help you succeed in your media career! First up: Improve how you communicate with colleagues: an AI method tested by researchers

See you in 2 weeks for the next newsletter,

Madeleine

The post #82. How to lock in subscribers without holding them prisoner appeared first on Audiencers.

You're reading The Audiencers' newsletter #81 sent out on January 21st, 2026. To receive future newsletters straight to your inbox every two weeks, sign up here.

It’s good to be back! A little more tanned, a lot more rested (although jet lag is tough!) and very much ready for this year ahead!

It feels like a lifetime ago already, but happy new year – I hope you got to make the most of the festive period to relax and spend time with friends and family. 

In today’s newsletter:

• Benchmarking galore: when you’re in need of some inspo you know where to look
• 5 things subscription leaders should do: how to become an elite player in the game of extreme cross-functional collaboration
• Referrals as a subscription growth tool: the inexpensive, loyalty-building acquisition strategy to make use of

Benchmarking galore

To gently switch my brain back into work mode and catch up on everything you’ve been working on recently, I’ve been busy screenshotting media sites from around the world, covering various steps in the reader revenue funnel to inspire your redesign and testing efforts!

In our latest collection of benchmarks, you’ll find: 

• How to increase your newsletter subscriber base
• User needs models benchmarks
• Value proposition benchmarks
• 150+ paywall (on-site & on-app) benchmarks
• Registration wall benchmarks
• Content, features & benefits to offer subscribers
• Subscription offers page
• Onboarding benchmarks
• Cancellation benchmarks

!!! 

Yes, it took a while… 

> You can find them all here, your new fave link to bookmark and come back to

5 things subscription leaders should do

Subscriptions sit at the exact intersection of business, product, editorial, and data, which makes those in charge of the topic elite players in a game of extreme cross-functional collaboration.

To succeed in this role, consultant Selma Stern suggests working on these 5 things:

-> Accept your real job: consensus builder, not decision maker
You bridge the gap between “commercial needs” and “technical constraints” by analyzing the data and presenting it without ego

-> Master internal storytelling
When you don’t have the power to decide, you only have the power to compel. You can’t simply tell an editor to “assign more premium content”. You have to sell them the story of why it matters in a freemium setup.

-> Build cross-functional infrastructure
While storytelling matters, you cannot rely entirely on logic. You need to build a “shadow” organization that bypasses the bureaucracy to get things done – weekly meetings, chat groups, killer subscription dashboards…

-> Invest in human chemistry
The strongest data pipelines aren’t built in SQL; they are built in social settings. Personal empathy unlocks collaboration

-> Give away the credit
If you make teams look like heroes, they’ll be ready to help you in the blink of en eye in the future! 

Find the full article by Selma on Audiencers

Referrals as a subscription growth tool

Rising customer acquisition costs are making it increasingly difficult to win new subscribers at affordable prices. But, according to Lennart Schneider, there’s one channel that’s not being used to the max… your users. 

Your most loyal subscribers and fans are likely already talking about you to others, so why not reward them for these conversations and encourage them to do it more ofter? 

So how can you make the most of referrals as a subscription growth tool?

1. Maximize visibility

The most common mistake is hiding the referral program in a sub-menu. To maximize engagement:

• Place it on the “first level”: Making the referral icon visible on the main navigation or home screen can increase usage by 8x
• Use visual cues: Include a currency symbol (to highlight monetary value) and small animations to draw the eye to the referral link
• Identify “moments of delight”: Prompt users to refer others immediately after a positive experience, such as finishing a great article or giving a high NPS rating
• CRM integration: Regularly remind users about the program through newsletters and push notifications

2. Prioritize cash rewards

While discounts and free months are common, cash is the most effective incentive for several reasons:

• Universal appeal: It’s valuable to every user, regardless of their interests
• Scalability: Unlike free months (which lose appeal after a while), cash remains a strong incentive even after 10 or 20 referrals
• Mobilizes non-subscribers: In freemium models, cash incentives can turn the 90% of users who don’t pay for a subscription into a powerful acquisition force

3. Align rewards with lifetime value

To reduce the risk of high Customer Acquisition Costs (CAC), publishers should consider ongoing payouts rather than a one-time fixed bonus.

• Revenue sharing: Offer referrers a percentage (e.g., 10%) of the referred user’s monthly subscription fee for as long as they remain a subscriber
• Risk mitigation: This ensures you never pay more to acquire a customer than you earn from them. If the new subscriber cancels, the bonus payments stop

4. Consider double-sided rewards

A referral involves a user spending their “social capital” to suggest to a friend or family member to join. To make sure this isn’t wasted, you could consider:

• Balanced rewards: Provide both the referrer and the referee with a benefit. An exclusive discount for the person being invited significantly increases the acceptance rate.
• Time-limit discounts: For the referee, offer a discount for a set period (e.g., the first 3-6 months) rather than indefinitely. This protects your Average Revenue Per User (ARPU) in the long term.

TLDR: when used effectively, referrals can provide a sustainable, low-risk engine for acquisition! 

> Find the full article on Audiencers, definitely one to share with your acquisition & marketing team

See you in 2 weeks for the next newsletter,

Madeleine

The post #81. Reduce subscriber acquisition costs with referrals appeared first on Audiencers.

You're reading The Audiencers' newsletter #79 sent out on December 22nd, 2025. To receive future newsletters straight to your inbox every two weeks, sign up here.

Our last edition of 2025! We hope this email finds you already OOO or finishing things up before the festivities begin. 

From Marion and I, we hope you have a lovely Christmas & Happy New Year! 

Talking of the new year… our Festivals are back in 2026  

Hamburg, London, Montreal and Paris, we’re on the road again to bring Audiencers together around expertise, networking and a glass of wine or two! And you can grab your spot already (agendas to come soon)

In this early edition of the newsletter to catch you before the break: 

• How Netflix locks-in subscribers with tactical release dates
• 7 ways media can build a practical, empowering data culture
• Your industry event calendar for 2026
• To add to your Christmas reading list

Netflix locks-in subscribers with tactical release dates

Netflix’s Stranger Things release schedule (Nov 26, Dec 25, Dec 31) is a masterpiece of financial engineering and a interesting case of subscription lock-in.

What looks like a holiday gift for fans is actually a calculated assault on the monthly billing cycle.

 The “Subscription Bridge”

-> The clever gap between the first and final episodes being released, ensuring subscribers pass a billing cycle whilst waiting

The tactic to takeaway: Audit your customer success journey. If you have a renewal coming up in Q4, structure your implementation so that a critical “unlock” (such as a new module, a strategic consultation, or an advanced data report) is scheduled for delivery just after the renewal date.

The “Pulse” Strategy

-> Strategic ‘pulses’ of releases to build buzz around the series, turning audiences into a free marketing army

The tactic to takeaway: Instead of dumping a massive feature update once a year, release updates in “pulses” aligned with your customers’ internal budget cycles.

The Defensive Moat

-> Playing a defensive strategy by releasing these episodes during the “churn danger zone” over the holidays when consumers tend to cut finances

The tactic to takeaway: Analyse your churn data. If you see a spike at Day 90 (end of onboarding), look at your product usage at Day 80. Is the user running out of things to do? You need to engineer a “Subscription Bridge” at Day 75. This is something that initiates a new value cycle that cannot be completed until Day 100.

Brilliant analysis by Davide on Audiencers

7 ways media can build a practical, empowering data culture

“There’s so much data – I don’t know what to look at, I don’t know what’s important.”

Data is everything – it improves audience understanding (the foundation of everything else), content strategy, business performance, impact measurement…

And there’s no shortage of it. But leveraging it in meaningful and actionable ways isn’t simple.

We can start by being data-informed, having a basic understanding & visibility on what’s happening. You might them progress to being data-driven, actively using data to support strategic decisions. But the leading, mature publishers are data-led, putting data in service of business outcomes and systematising its leverage.

In his latest article for Audiencers, Khalil shares 7 ways to build an empowered data culture, working through the foundations and maturity levels because (let’s face it) being data-led won’t happen overnight.

Your industry event calendar for 2026

Open your calendar tab because you’re about to book a whole load of media events for the next year! 

-> We’ve listed all the conferences for you here. 

Of course, the Audiencers’ Festival dates are already in your diary, right?  

• Hamburg, March 3rd
• London, June 11th
• Montreal, June 25th 
• Paris, September 29th 

What we’re reading this week

• Why it’s time to update your subscription management system
• True retention is a relationship: Rethinking retention for long-term value with FT Strategies and Poool
• So you want to paywall? – everything about paywalls & SEO

See you in 2 weeks for the next newsletter,

Madeleine

The post #79. Netflix locks-in subscribers with tactical release dates appeared first on Audiencers.

You're reading The Audiencers' newsletter #78 sent out on December 10th, 2025. To receive future newsletters straight to your inbox every two weeks, sign up here.

In this week’s newsletter: 

• 50x higher LTV than subscribers… Condé Nast builds belonging with membership as a tier above subscription
• Two homepages for two audiences at Finansavisen
• A paywall model adapted for games: The New Yorker shares their strategy for monetizing this key engagement format
• What we’ve been reading this week: articles to add to your reading list

Condé Nast builds belonging with membership as a tier above subscription

When is a subscriber more than a subscriber? 

As we all know by now, a small % of our audiences will bring the majority of reader revenue through subscription. But what about those who are prepared to pay more? How can we maximize revenue from, and provide yet more value to, these audiences?

For Condé Nast, this meant creating a “Membership” tier that sits above subscription, building belonging amongst their most loyal users.

The traditional subscription represents a scale/volume tier:

• Audience: Broadly focused on volume
• Value Exchange: One-way (passive recipient absorbing content)
• Goal: Volume and scale-based value – content for scale

Membership is the niche, high-value tier:

• Audience: Caters to a very specific segment of the audience.
• Value Exchange: Two-way. Members are active participants contributing data, feedback, and engagement. They expect to belong to a community.
• Goal: Engagement and high retention, not volume – content is focused on the funnel.

As Holly Johnson, Director of Global Consumer Revenue, shared, the success of this membership hinges on delivering real value and reinforcing the sense of belonging.

• Measuring connection not just conversion: Condé Nast’s Membership Mindset means tracking metrics around loyalty and engagement over volume. The most critical metrics include ARPU (Average Revenue Per User), Renewal Rate, Recency (how recently they engaged), and Feature Engagement (which features are “stickiest”).
• Niche focus, premium price: The most successful memberships, such as the AD PRO Directory (priced at up to $1,500 annually), lean into a specific, high-value niche. People are willing to pay a premium if the value proposition is highly specific and delivers a genuine tool or resource.
• Elevated experience: For high-value tiers, Condé Nast commits to a “white-glove treatment” with a dedicated membership teams trained to provide high-touch service.

And the model is paying off: 

• A member has an LTV (Lifetime Value) up to 50 times higher than a subscriber
• Members are 1.5x more likely to stay than a subscriber

It’s an incredibly smart strategy! 

> Read the full interview with Holly on Audiencers

Two homepages for two audiences

The team at Finansavisen, one of Norway’s leading financial newspapers, found striking differences between the way subscribers and non-subscribers behave on the home page. 

Subscribers gravitated toward premium articles and in-depth financial reporting, while non-subscribers engaged more with free stories, introductory coverage, and selected premium articles that had a track record of converting well. 

And of course, the business goals attached to these two audiences were different too.

A single homepage just couldn’t fit all of these needs at once. 

Two audiences, two goals, two homepages

Working with Kilkaya, Finansavisen developed two separate homepages, one for each audience, with their unique needs and business goals in mind: 

The Subscriber Homepage:

> Designed around premium content, expert analysis and longer articles that subscribers consistently consume. 

> Thanks to a more suitable mix articles in the top rows, subscriber CTR increased by 10-15%. 

The Non-subscriber Homepage

> Built around a mix of free articles and paywalled stories that historically perform well with first-time and infrequent users without impacting the experience for paying readers. 

> Subscription sales rose by 20-30% thanks to this change

(source: Pugpig’s bulletin)

How The New Yorker paywalls games

Puzzles and games are a key engagement driver for The New Yorker, and ripe with opportunity for subscription growth…

> The games section consistently ranks in the top three categories for engaged minutes across the site
> Average time spent per user on crossword puzzle pages sits at 25 minutes.
> The games section drives hundreds of thousands of players each month, with well over half of the audience coming directly

But users behave differently while playing a game versus reading an article, so the paywall strategy needs to adapt.

With the recent launch of a new game, Lindsay Ederheimer & the team revised their paywall model, separating the regular site paywall from the games paywall, with a windowed hardgate that meant users could play the most recent 7 days of puzzles for free, with older puzzles fully behind a paywall.

This approach works well for a few reasons:

> It’s a way to “soft launch” a paywall without frustrating loyal users. It also enables the team to get an initial read on engagement metrics as they consider other conversion levers

> Users can still play up to 5 crosswords (3 full, 2 minis) each week, a large sample. Plus, loyal users who are playing “archive” puzzles (any puzzle published more than 7 days ago) are at a higher propensity to subscribe anyway.

> By leaving many of the games free to play in the app, they can incentivize app downloads for users who may not be ready to subscribe just yet. Getting a user to take the action of downloading our app and creating an account is a tall order in the first place. The more users who at least download the app and build a daily habit of playing are more likely to subscribe down the road.

> Keeping the full archive of puzzles as a subscriber-only benefit makes the digital value proposition even stronger

Full article by Lindsay on Audiencers

What we’re reading this week

• Mediahuis Ireland’s journey to 100,000 digital subscribers: Unifying titles to have a single, distinctive brand, Subscriber Attention Time as their North Star, and focusing on the audience in every way
•  8 common misconceptions about donations, debunked
• Nieman Lab predictions for 2026 are out, what are the themes of note?
  • Journalism is preparing to move beyond using AI as a tool, and instead structuring content to serve AI systems directly
  • The relationship between media organizations and individual journalists is evolving, prioritizing talent and their creative output
  • We’ll be combatting news fatigue by recalibrating tone, format, and purpose

See you in 2 weeks for the next newsletter,

Madeleine

The post #78. Members at Condé Nast have 50x higher LTV than subscribers appeared first on Audiencers.

You're reading The Audiencers' newsletter #77 sent out on November 26th, 2025. To receive future newsletters straight to your inbox every two weeks, sign up here.

First Facebook, now Audiencers. That’s right, we’ve dropped the “The”  

It’s a small but important step towards the next chapters! 

In this week’s newsletter: 

• Easy cancellation is the new retention strategy: How Nat Geo Kids uses transparency to win beyond save rates
• 5 ideas of article formats where form follows function
• How NYT Wirecutter shipped a personalized newsletter in 4 weeks
• What we’ve been reading this week: articles to add to your reading list

How Nat Geo Kids uses transparency to win beyond save rates

Retention isn’t about saving, it’s about fostering lasting relationships. And this applies to cancellation too!

At the recent ACE Subscription Summit in London, Louise Ioannou, Publisher of National Geographic Kids, and I took to the stage to share our hot take – that new cancellation laws aren’t a threat, they’re an opportunity.

And Nat Geo proves this. 

Before moving towards a more transparent model, Nat Geo Kids’ internal metrics told a contradictory story:

> The official retention rates looked good.
> But their customer experience was less successful: inbound email complaints were high, Trustpilot scores had dropped to 3.9, and the in-house customer team was frustrated by having to deal with this. 

In short, the false retention gained by these friction points was offset by hidden costs: damaged brand reputation, increased resources spent on frustrated call centres teams, and the destruction of the win-back potential

So, Louise and the team made several bold changes:

• Transparent auto-renewals: They eliminated small fonts and hidden disclaimers, sending a pre-payment warning email 30 days before renewal
• True “Cancel Anytime”: They implemented an easy-to-cancel, self-serve option at the customer account level, eliminating the need to call or email
• Positive CX: They applied a transparent 14-day cooling-off period to all renewals, showing a clear commitment to fairness.

The results speak for themselves

• Dramatically reduced operational costs (fewer emails, faster response times)
• Developed a powerful growth engine through high Net Promoter Scores (NPS) and word-of-mouth
• A 30-day pre-expiry email directs them to these options with clear instructions, resulting in a 51% reduction in payment failures, significantly lowering lost revenue and refund fees

But cancellation is also just one step! 

Their retention strategy works hard throughout the funnel, from onboarding and in-life to at risk and win-back

> Catch the full article summary of our session on Audiencers

5 ideas of article formats where form follows function

User needs, personalization, dynamic paywalls… the industry is finally becoming more audience-centric.

But the article itself hasn’t changed much – it remains largely static, often text-heavy, prioritizing form over function. 

Instead, we should reverse this – we should start with the function of the article (how it will help the reader) and adapt the form accordingly to make it even more useful. This not only benefits the reader, but also us as engagement and subscriptions follow. 

To help inspire your team, I collected 5 examples of articles where form follows function: 

> Los Angeles Times’ interactive restaurant list with an integrated map

Instead of a static list of top restaurants, the screen is split between the article and a map, helping audiences to make a more informed decision on where they’d like to eat based on the location of the restaurant as well as the place itself. 

> The New York Times’ top movie check list 

Using the NYT article, readers can build a personalized watch list from their recommendations.

For the publisher, this is priceless for engagement – unlike a static article where a user scrolls once and leaves, the checklist requires multiple actions (reading, clicking, checking, scrolling, filtering), increasing the amount of time spent on page.

> Find the full article and other 3 examples on Audiencers

How NYT Wirecutter shipped a personalized newsletter in 4 weeks

Wirecutter, The New York Times’ product recommendation service, is the perfect place for personalization to thrive. And what better place to start than email – a space where teams can test carefully, learn quickly and retain full control over tone and trust. 

In an article for Audiencers, Senior Product Manager, Anil Chitrapu, dives deep into the operational choices, guardrails, and tech powering Wirecutter For You, the new email that tailors article recommendations to each reader. 

The goal of this project: to help readers find their way to more journalism with a product that could learn from a reader’s browsing history while maintaining Wirecutter’s standards

What goes into the personalization? The machine learning model blends three lightweight signals: reader history similarity (“more like what you’ve recently read”), freshness (new and recently updated), and popularity (“what’s trending right now across Wirecutter”). While the relative weights differ by slot in the newsletter, the guiding principle remains consistent – prioritize content that is similar to a subscriber’s reading history, then stack rank by freshness, and finally tap into overarching popularity signals.

The launch: Starting small, they’ve first launched Wirecutter For You as a weekly Sunday send to a small, highly engaged audience to monitor performance and maintain deliverability whilst introducing a new sender identity

What does success look like? Because this was new territory, success was less defined by traffic spikes and more by durable reader signals: quality over clicks, inbox trust and deliverability, and long-term engagement that deepened – not diluted – their relationship with subscribers.

The performance so far: the program has shown strong performance, with engagement metrics consistently rising across each send, now yielding hundreds of thousands of monthly opens and tens of thousands of clicks per send. 

What next? Expanding the audience, adjusting the personalization logic, testing reader-facing cues (“Because you read X, you might like Y” ) as well as applying this framework beyond editorial content, incorporating Wirecutter’s product recommendations into the mix. 

> A really brilliant piece that dives deep into the operations to launch and lessons for you to take away

What we’re reading this week

• Poool and Arc XP announce integration – Poool’s dynamic journey builder and Arc XP Subscription and Identity are now natively integrated to unite engagement, conversion and content protection, fueling reader revenue growth for media organizations.
• Why and how we built “Ask The Post AI” – The Washington Post just showed the rest of us how to build an AI tool that serves users, builds trust and knows its limits
• Financial Times launches first Substack newsletter (Alphaville) to target younger readers
• Don’t call this a newspaper! The New York Times “is not a newspaper business. Thinking of it that way misses the point. It’s an information-and-utility service for liberal households.”

See you in 2 weeks for the next newsletter,

Madeleine

The post #77. How NYT Wirecutter launched a personalized newsletter appeared first on Audiencers.

You're reading The Audiencers' newsletter #76 sent out on November 12th, 2025. To receive future newsletters straight to your inbox every two weeks, sign up here.

I have to admit that I totally forgot about this week’s newsletter It’s been a busy few weeks of travelling (I did though have a very fun time in Cairo this weekend at the Egypt Media Forum & visits to the pyramids!) and Tuesday was a bank holiday in France, so with 30 minutes to write and schedule this newsletter in time for those of you the other side of the world, I’m going to jump straight in! Enjoy! 

In this week’s newsletter: 

• The homepage isn’t dead, it just stopped being a page
• How to prevent subscription revenue leaks (i.e. people accessing paid content without paying)
• The Washington Post partners with Perplexity, offering audiences free access to the Post after downloading and using the Comet browser 
• What we’ve been reading this week: articles to add to your reading list

The homepage isn’t dead, it just stopped being a page

Like a classic Halloween monster, the homepage isn’t dead… it’s just come back to life in a whole new form!

Yes, so the traditional homepage as the single “front door” may no longer exist – readers typically don’t land on the homepage by typing a URL, they’re being pulled in from alerts, social feeds, AI answers, search…

But whilst the true function of the homepage itself – providing context, rhythm, and a clear guide to what matters – isn’t what it once was, this function is now a distributed intent across the entire product.

In short, we should be applying “homepage thinking” to every touch point, instead of fixing it to a static page.

You should:

• Design for flow: Treat every alert, app page, and newsletter as a mini-homepage that offers continuity.
• Build rhythm: Use consistent, recognizable content formats and sequencing to build user trust.
• Ensure context: Make sure every “side door” (like a deep link from search) feels complete, allowing users to easily pick up where they left off.

The challenge isn’t to boost homepage traffic, but to embed the principles of good editorial judgment and guidance wherever the user happens to be.

> Full article by Heiko Scherer on The Audiencers

How to prevent subscription revenue leaks

One of the recent conversations in our WhatsApp group was about how publishers are dealing with “revenue leakage” – i.e. people accessing paid content without paying (or without paying correctly). This not only leaves money on the table, but also skews data on engagement and churn.

The main causes of leakage include:

1. Password sharing: One paying account is used by multiple people (family, friends, or colleagues), costing you potential new subscriptions.
2. Free-trial abuse: Users exploit trials by signing up repeatedly with throwaway emails or virtual payment cards to enjoy continuous free access.
3. Misuse by companies in B2B offers: An entire office shares a single-user login meant for one person.

But Ali Mahmood, Digital News Strategist, came to the rescue in WhatsApp, highlighting that it’s not just about a technical fix, but a question of product design – publishers must build anti-abuse measures directly into their strategy and systems. 

  Strategic Solutions

• Offer legal sharing options: Instead of assuming every account must be single-user, introduce paid multi-user or family/group plans for a higher price. This converts a potential “leak” into an upsell opportunity (The Washington Post introduced this recently for instance)
• Design smart trials: Deter free-trial abuse by requiring users to enter a non-disposable email and a valid, non-virtual payment method (even if they aren’t charged right away).
• Enforce gently: Use friendly on-site notifications or emails, like a notice about an account being “very popular,” before you resort to penalizing or blocking access.
• Use 2FA for friction: Enable Two-Factor Authentication (2FA) or passwordless logins, discouraging casual sharing.

Technical Solutions

• Limit simultaneous sessions: Restrict the number of devices or logins that can be active simultaneously on one account (similar to streaming services).
• Monitor IP/Geolocation: Track approximate locations of logins (something Netflix has been using).
• Require re-authentication: Implement session timeouts or require users to log in again after a specific period (like every few days) to expire old sessions and add friction to shared accounts.
• Integrate with CRM: Use an internal dashboard to track high-risk accounts, creating potential B2B sales leads. 

> Ali provides a very in-depth list of solutions in his article for The Audiencers

The Washington Post partners with Perplexity to acquire new audiences

New acquisition channel unlocked?

The Washington Post continues to innovate by partnering with Perplexity to offer audiences free access to the Post after downloading and using the Comet browser.

Partnerships are a pretty smart way to engage new audiences and prove the value of the Post’s premium product whilst developing a side revenue stream. We’ve seen it before (“Get 3 months free at X is you subscribe to Y”), but this is an interesting (controversial?) partner…. 

What we’re reading this week

• When it comes to introductory subscription discounts, it’s all about balancing volume vs revenue goals
• How The City has succeeded by building in community from the ground up
• Your subscription forecast is broken, and maths isn’t the problem

See you in 2 weeks for the next newsletter,

Madeleine

The post #76. How to prevent subscription revenue leaks appeared first on Audiencers.

You're reading The Audiencers' newsletter #75 sent out on October 29th, 2025. To receive future newsletters straight to your inbox every two weeks, sign up here.

NPA’s summit in Chicago was a blast last week – from redefining why journalism exists and building bridges between teams, to architecture boat rides, trying to line dance and what we thought were jokes about our hotel being haunted (turns out they weren’t jokes!!) 

Overall the event felt like a form of therapy for anyone working between editorial and product. Bridge roles can often feel lonely and unsupported, with no clear roadmap or career trajectory. But ultimately it’s an exciting place to be, and a chance to create your own set of rules and job description (to an extent!).

In today’s newsletter: 

• How to raise your price without losing subscribers: 7 mistakes to avoid 
• CT insider launches AI audio briefing: What can you learn?
• How could you make cancellation worse? Use reverse engineering in your next workshop
• Join our retention workshop in London with FT Strategies
• What we’ve been reading this week: articles to add to your reading list

How to raise your price without losing subscribers

Increasing prices is a necessary part of a healthy business. But of course, with price rise comes churn risk… so how do you find the perfect balance? 

Well (like usual) there’s no magic formula. But in his latest article for The Audiencers, Lennart Schneider shares the 7 biggest mistakes you should avoid: 

1. Rare but large price jumps – you can think of price acceptance to a muscle that needs to be trained: If you continuously improve, subscribers will follow the change, but if you want to run a marathon after 5 years without training, you will fail.

2. Price increases without alternatives – increasing the price removes the ‘powerful’ position that a customer is in. Giving them options rebalances this power. 

3. Detailed explanations – focus less on communicating the reasons for the price increase and instead talk to the options the customer has and the consequences if they don’t agree to the price increase.

4. Justifying price increases with new features – many users aren’t interested in the new features at all, which worsens the price-performance ratio and creates frustration.

5. A lack of communication strategy – most price increases require the customer’s approval, and it often takes several requests, across various channels, before the customer agrees. So start this work early.

6. Communication too late – users don’t want to be presented with a fait accompli, it’ll trigger stress and defensive reactions. Amazon presented price increases a year in advance! 

7. Increasing prices equally for new and existing customers – price increases are also an opportunity, and can be used strategically to help new customers stay (and keep the old price for longer).

> Share the full article with your team working on price increases & the marketing around it

What can you learn from CT Insider’s recent launch of an AI audio briefing?

 Prioritize low-lift, high-impact production

> Minimise resource investment: Design the initial workflow to be low-lift in terms of time and traditional production resources. CT Insider’s goal was a daily production time of about an hour to an hour and a half, including human review.

> Use existing technology: Integrate and build on tools you already use rather than starting from scratch, as CT Insider did with Everlit.

 Focus on editorial quality

> Perfect the AI prompt: Don’t settle for simple article summaries. Dedicate time to perfecting the audio script prompt to generate an output specifically “intended for listening.” The script needs a different structure than written news.

> Maintain human fact-checking: Ensure a human editor fact-checks and edits the AI-drafted script every day to maintain accuracy as well as to ensure proper pronunciations and flow

 Design for audience habit and engagement

> Build a habit-forming product: Make the immediate goal to create a consistent, daily product that increases user engagement and fosters a daily listening habit.

> Incorporate structural hooks: Draw inspiration from other media, like local TV newscasts, by including teases for segments (e.g., weather, sports) at the start to keep listeners engaged.

Hear more from Ellie, Director of Audience and Engagement, and Derrick, in charge of AI and Editorial Strategy, on the strategy and processes behind this project

Use reverse engineering in your next workshop

The Telegraph’s Dean Attil and I had a lot of fun last week running a cancellation journey workshop with product people at the NPA Summit in sunny Chicago.

The part I enjoyed most was when we asked groups to make the cancellation journey worse (yes you read right). 

This step in a product workshop helps us to understand the pain points of our personas, the emotions to avoid and potential pain-killers to provide.

And the attendees dove head first into this question… 

“Make someone wait in a queue to cancel”

“Hide the cancel button, make it hard to click on, put it below the fold”
“Make them feel guilty for cancelling for their family, make a parent feel like a bad parent”
“Tell someone how much money they’ve paid you, how much they pay for all subscriptions!”

It got pretty intense  

(I found this brilliant LinkedIn post earlier which illustrates the ideas perfectly )

It’s also a fun exercise to get attendees’ creative juices flowing, imagining themselves as the persona in this nightmare situation. 

The next step was to turn these into solutions, building a journey that overcomes the key pain points for each type of subscriber. 

> Fancy having a go at this workshop yourself with 50 other publishing pros working on their cancellation journey, trying to balance high retention rates with good customer service (not to mention abiding by changing regulations)?

Well you’re in luck! 

Dean and I are running this workshop again in London this November 25th at Poool x FT Strategies’ exclusive event: Rethinking Retention for Long-Term Value. 

We’ll be sharing data and best practices on how publishers are perfecting retention, with case studies from a collection of brands ahead of the game, followed by a hands-on workshop for you to brainstorm with others also working on retention. 

> Request a spot here (it’s free!)

What we’re reading this week

• The build or buy question is back! TLDR: The hybrid path often makes most sense, building on what you buy
• Why The Guardian is no longer dependent on page views to drive revenue
• The Financial Times proves expensive journalism can work—sort of

See you in 2 weeks for the next newsletter,

Madeleine

The post #75. How to raise your price without losing subscribers appeared first on Audiencers.