“How can we convince younger readers to subscribe?” is without a doubt a question you’ve heard before. But whilst most media outlets are simply offering a discounted subscription for students, for Mediahuis Belgium, the solution lies in developing distinct products that speak directly to the needs and concerns of these audiences.
Katia Debusschere, Manager of Acquisition and Conversions at Mediahuis Belgium, spoke at our recent London Festival on the topic, sharing the ins and outs of their subscription product built for 18-26 year olds, providing recommendations for others looking to do something similar.
Company info card:
Mediahuis Belgium, part of the wider European media group Mediahuis, is made up of 5 brands: De Standaard, het Nieuwsblad/De Gentenaar, Gazet van Antwerpen, Het Belang van Limburg
Together, the brand counts 432,000 subscribers
Brands reach a total of 2 million people daily
The average subscriber is 64.5 years old
The challenge: attracting younger readers, aged between 18-26
Young readers are willing to pay!…
Katia opened the floor with a statement that most weren’t expecting – unlike assumptions, research has proven that most US Millennials and Gen Z audiences are paying for news. Notably, however, they’re twice as likely to pay for or donate to email newsletters, video blogs, or audio podcasts from independent creators than pay for newspapers in print or digital.
So the challenge is in offering value.
As the latest data shows, the challenge is not to get young readers to pay (for any news) – they already do – but rather to get them to value traditional sources more, such as digital newspapers.
This made Mediahuis think – instead of their classic 20% discount for students, which only delivered limited growth, and ultimately most students already had access to their parents’ subscriptions, reducing the interest in a discount, they should build a product specifically for these audiences.
Instead of simply adapting pricing, they realised that they should be creating experiences that genuinely resonate with younger readers, fostering a sense of community and belonging, with snackable news formats, content adapted to time restraints and formats that reflect current reading habits on social media.
Liesbeth Nizet, Head of Future Audiences Monetisation, discussed this in an article on The Audiencers, sharing their redefined funnel dedicated to engaging the youth.
“We’re shifting from a linear model to a more dynamic, engaging approach that reflects the ways Gen Z and Gen Alpha interact with content and more important, that starts from a belonging perspective”
First things first: understanding what these audiences want
- A bundled subscription formula, one that better suits young people’s lifestyles
- The reading experience must fit with current reading habits & content formats
- The added value compared to free content must be emphasized
- Ideally, young people expect more than a stream of newspaper articles
- Managing subscriptions must be very user friendly
Introducing, the under-26 subscription
Launched in September 2023, Mediahuis replaced the student discount with a dedicated subscription offer for the under-26:
- €1/week, compared to €3.25 a week for a full priced new, monthly subscription, or €5.50 a week regular price for popular titles
- Subscribers can cancel at any time, with a minimum commitment of just one month
- The target group was 18-26 year olds
- This was launched as a new ‘brand’ with a link to existing brands.
The focus of this new subscription bundle was to familiarize young people with newspapers, providing them with reliable information and fighting fake news.
In fact, Katia shared that recent research on the Flemish youth found that whilst 84% come across news on social media each week, mainly via Instagram and TikTok, only a small fraction (9%) use it as their only source. The study suggests that young people know that misinformation thrives on social media platforms. Even when they do see news there, they stay skeptical, especially when it comes from someone they don’t follow.
With this in mind, marketing focuses on providing a reliable source of information and teaching critical thinking, without breaking the bank.
“All the news, one subscription”
- One subscription, five trusted news brands Full digital access to De Standaard, Het Nieuwsblad, Gazet van Antwerpen, Het Belang van Limburg, and De Gentenaar
- Just €1 per week: Possibility to cancel monthly, with the price locked in for 3 years
- For everyone under 26: Young readers get unlimited access to all articles anytime, anywhere
- Seamless experience across platforms: Whether they click through from Instagram, Facebook, TikTok, or browse via websites or apps
- Personal login: Secure and non-shareable access for each subscriber
Experimenting with different marketing campaigns
Continuously testing different approaches, messaging has been designed to resonate specifically with younger readers, deliberately setting it apart from Mediahuis’ usual communications.
Focus on pricepoint: reliable news for little money, compared to things from their world
Focus on unblocking the full story: “Do you want to know more than just the headlines?’
“With the campaign ‘unblock the full story’, we emphasised reliability in an era of fake news. We used multiple social media platforms to maximize awareness among our target audience of 18-26 year olds. By collaborating with influencers, content creators and out-of-home channels such as digital screens in Ubers, we found our way into young people’s daily lives.”
2 years on: “We are not completely there yet. It’s a long way. It’s not about a success story. This is a thing of hard work.”
The industry seems to be in agreement about one thing: convincing young people to subscribe isn’t going to happen overnight, and Katia definitely mirrored this opinion.
Some of the key challenges and considerations mentioned:
- Niche audience – “We’re targeting a relatively small and specific group, which limits broad reach.”
- Limited measurability – “Some of our marketing channels are difficult to track effectively, making ROI harder to assess.”
- High(er) marketing costs – “Reaching and engaging this audience requires a significant investment.”
- Awareness remains crucial – “Even with strong conversion tactics, maintaining brand awareness is essential.”
- Staying relevant to this younger audience – “We must remain current and top-of-mind to compete effectively. Find the right content and build a long-term relationship.”
- Beyond price – “A low price point alone isn’t enough… our value proposition resonate and be credible.”
- Future of the subscription – “Continue with campaigning per brand or making new Mediahuis subscription formula.”
One solution: get the youth involved in Mediahuis’ journalism and product building
The Youth Lab aims to empower the Next Generation of Storytellers.
- A unique opportunity for young creatives to join a newsroom team for one year
- Hands-on training from media professionals across all areas of journalism
- Look for fresh voices who tell the world’s stories in their own creative way
- Gain insights into how young people view society, what news matters to them, and how they prefer to consume it
What’s next for Mediahuis’ youth subscription?
- Keep experimenting to build on the lessons learnt
- Engage students, expand outreach to younger audiences
- Test and evaluate diverse concepts, stay agile and open to new approaches
- Stay present in youth culture, through activations like job fairs, festivals, and more
- Continue exploring influencer collaborations, and refine content strategies with creators
Ultimately, contrary to assumptions, young people are paying for news, but publishers can’t simply add a discount to traditional products and expect these audiences to be interested. Publishers hoping to convert these audiences need to create unique products for these readers, ones that directly address their interests, reading habits and needs.
