The Audiencers' Festival at The New York Times Building on March 15th brought together 150 digital publishing professionals to discuss everything from audience research to newsletters, engaging young audiences and (you guessed it) maximizing on the value of registration. In this registration session, our panelists dove into how you can use registration to serve your subscription model, how to use data to better acquire registered users and the value of registration for lifetime value. Our speakers: - Megan Hess, Senior Editor, Digital Subscriptions (Bloomberg) - Marion Collombat, Head of CRM & DATA (Reworld Media) - Ludivine Paquet, Head of Customer Success (Poool)
In the last 10 months, we’ve seen some pretty major shifts in the ecosystem. Social traffic is dropping, with Facebook and X de-prioritizing news. Google’s changes in algorithms and cookies, not to mention privacy legislations and AI… So while you can’t ignore the platforms and the size and scope that they offer, all these developments have created a shift, encouraging publishers to think more about on-site engagement, first-party data, known audiences and paying subscribers.
Registration is essential here, especially for readers who aren’t yet engaged. They don’t see the value in subscription right away, so the goal should instead be to hook them in, and show them the breadth and depth of what your publication can offer, developing habits that will help them to subscribe. Without this strategy, by simply hard-walling everything, there’s no ‘hook’. Especially for people who came through Instagram, YouTube, or other social platforms.
