The prophecies about the downfall of newspapers are now more outdated than the newspapers themselves, which are steadily discovering ways to endure in the ever-changing digital landscape.
Although the business models that all newspapers relied on to produce great journalism were upended, digital allowed us to gain access to more readers than ever before.
A prime example of such evolution is Kathimerini.gr’s Launch of Greece’s First Digital Subscription Model. We sought to map this transformation with The Audiencers.
In an era of true disruption, in Kathimerini we follow two principles to navigate by. The first and most important is high-quality journalism and investment in journalism. It is well known that content is king but distribution is the emperor.
So, the second guiding principle is the investment in technology. Seamless user’s experience that allows our great journalism to reach bigger audiences. By investing in great technology and leveraging data analysis, we are able to understand the reader. Great journalism can work on any platform. Our focus is on maintaining journalism and ensuring people engage with our work, whether in print, online, or through other platforms.
The Greek News Market
Kathimerini operates in a rapidly evolving digital news landscape where traditional business models are being disrupted by changing reader habits. The market reality for news organizations like Kathimerini is one where readers are not so familiar with paid subscriptions for news.
In Greece, the competitive landscape is characterized mainly by free digital content, where many local and international players offer news coverage that is tailored for search engines. That provides us with an opportunity because the demand is high for high-quality, in-depth journalism, especially when it focuses on trust and credibility, areas in which Kathimerini excels.
In response to these challenges, Kathimerini decided to implement a subscription-based model back in 2022. This model allows us to invest in great journalism with the support of readers who value qualitative news content. The growing demand for reliable news amidst the proliferation of misinformation further strengthens the case for quality news subscriptions.
Revenue Diversification Strategy
One of the main advantages of Kathimerini’s subscription model is its focus on revenue diversification, allowing the platform to reduce its reliance on advertising. By introducing a metered paywall system, Kathimerini successfully taps into a new revenue stream—direct subscription payments.
The subscription-based model includes:
- Free Access: Kathimerini.gr offers free access to a limited number of articles each month, which serves as a gateway to attract new readers.
- Registration: Registered users have an additional amount of free articles as well as access to newsletters and additional UX features – including access to view comments but not participate in the discussion.
- Digital Subscriptions: This tier gives subscribers full access to the website’s articles, making it the most accessible paid option for regular readers. For dedicated followers, Kathimerini.gr offers exclusive content such as special reports, in-depth analyses, access to history archive, curated newsletters, commenting, digital replica of the print edition etc.
- Print & Digital Subscription: A combined offer for those who still prefer the physical newspaper, this subscription model captures both the digital and print segments of the market.
Success so far
Kathimerini’s subscription success strategy revolves around offering high-quality, exclusive content that readers value. The platform has been successful in creating value through a metered paywall, which allows casual readers to sample content, encouraging them to subscribe after consuming a set number of free articles.
The key elements of this strategy include:
- Quality Journalism: Kathimerini has established itself as one of the most credible sources of news, providing detailed political, economic, and cultural content. The paywall is strategically placed to ensure readers experience the value of the content before being asked to pay for it.
- Segmented Access: By segmenting content into different tiers (free, registered, and subscribers, based on content categories or authors), Kathimerini ensures that each user segment can choose a level of access that meets their needs and budget without “locking” content and missing reach to new audiences.
- Engaging Content: Exclusive content such as investigative journalism, interviews, and analysis has been central to the subscription model’s success. This type of content not only attracts subscribers but also reinforces the brand’s credibility and journalistic integrity.
- Personalization: The platform offers personalized content recommendations to subscribers based on their reading habits, making it easier for users to find relevant articles, which improves user retention.
Audience Engagement & Loyalty
Audience engagement and loyalty (measured by sessions/month plus pageviews/session, segmenting users into Google’s segmentation of Casual, Loyal & Brand Lovers) are fundamental to the success of a subscription-based model, and Kathimerini.gr has invested heavily in both.
- Personalized Content Delivery: Through newsletters and personalized content suggestions, Kathimerini.gr ensures that subscribers feel that the service is tailored to their interests. This personalized approach strengthens subscriber loyalty by making readers feel more connected to the brand.
- Exclusive Content: Offering exclusive, in-depth content that is unavailable elsewhere is a major driver of engagement. Subscribers are willing to pay for access to Kathimerini.gr’s unique reporting, which has positioned the platform as a trusted source for high-quality news.
- Engagement through Community: The platform engages its audience by fostering community discussions through the comment sections. The comment sections, social media presence, and interaction with readers help create a sense of belonging among subscribers.
Kathimerini’s strategy of keeping readers engaged with exclusive content, personalized experiences, and an accessible subscription model has allowed it to build a loyal and engaged subscriber base, crucial for its long-term success.
