Broadsheet, Australia’s leading cultural publisher, is embarking on a bold new chapter. Founded 16 years ago, the brand has become synonymous with the best in food, drink, fashion, and design across Melbourne, Sydney, Brisbane, Adelaide, and Perth. Now, they’re taking their successful model to London whilst also moving towards a reader revenue strategy.

We sat down with Nick Shelton, Founder & Publisher of Broadsheet, and Ross Wilmot, Director of Reader Revenue, to discuss their international expansion strategy and the development of a subscription revenue stream, layered on top of their advertising model.

A consistent lens for diverse markets

For Broadsheet, the move from Australia to London is built on a repeatable editorial framework. Nick Shelton describes Broadsheet’s core product not as a list of recommendations, but as a specific lens that can be applied to any global city.

“The way we think about Broadsheet editorially is that it’s a framework,” Nick explains. “What you see through that lens differs depending on the city, but the values of the lens itself – quality, celebration, and curation – remain constant.”

Rather than relying on local intuition alone, Broadsheet uses this framework to solve a universal problem for urban audiences: the paradox of choice. By applying the same rigorous standards in London that they do across Australia, they maintain brand integrity while respecting local nuances. This city-agnostic strategy allows the brand to:

• Curate rather than catalog: Instead of exhaustive listings, they use a highly curated approach where they “don’t write about things we don’t like.”
• Prioritize the premium enthusiast: By maintaining high editorial standards, they attract a specific high-value audience cohort regardless of geography.
• Operationalize local reporting: By treating London as just another “market” within a proven system, they can scale quickly without reinventing their brand identity.

“We learned this lesson in Australia long ago,” Nick notes. “Sydney and Melbourne are fundamentally different markets with different behaviors. Going into London wasn’t about having expectations of what the city would look like; it was about reporting on it through that consistent, high-definition lens.”

Engagement: the common thread between ads and subscriptions

One of the biggest challenges in the publishing industry today is the perceived conflict between advertising and subscription revenue. Broadsheet, however, sees these models as complementary, with engagement being the common thread. 

“We’re not a traffic-based model, we don’t sell programmatic advertising. It’s not about more people equals more money; it’s about the depth of engagement. And we’ve long had the muscle and mindset in the business of engagement. The better engaged the audience, the better we do as a business, something that applies across both advertising and subscription revenue goals.” 

In short: by focusing on engagement, everybody wins. 

Ross, Director of Reader Revenue at Broadsheet, who recently joined Broadsheet after working at a legacy media publication, explained that by moving even a small subset of their flyby audience into a medium-engaged cohort, they see an exponential increase in page views, the currency of traditional commercial models. This approach is useful for showing teams the clear benefit of engagement to the advertising side of the business while simultaneously building a base for subscriptions.

Whilst they measure a collection of engagement metrics, focused very much on quality over scale, frequency is their most important, north star metric. 

The five pillars of a successful subscription strategy

Broadsheet’s transition to reader revenue is built on five key pillars, as outlined by Ross:

• An audience-centric approach: A laser focus on the most engaged readers, understanding their motivations, pain points, and what adds value to their lives.
• Compelling value proposition: Ensuring the subscription product addresses the needs of engaged readers. Initial research at Broadsheet showed that their readers would be prepared to pay for high-quality content, but that it needed to be combined with unique experiences like exhibition tickets, and perks like free coffee as well as tools to help them curate their Broadsheet experience.
• Cross-departmental alliance: Moving beyond a traditional marketing-led view of subscriptions to ensure buy-in across the entire business, from editorial to product, data, and CRM. At Broadsheet, they already had established ‘Squads’ associated to 90-day, one-year and three-year goals, so when moving to subscription, a new audience monetization squad was formed.
• Culture of test and learn: Continuous experimentation with subscriber journeys, funnels, pricing, and offers to drive sustainable growth.
• End-to-end lifecycle marketing: Delivering the right message to the right audience at the right time, supported by a robust data infrastructure and access to the right platforms.

“There are of course many other aspects to consider, but in my opinion, these 5 are the ones that move the dial the furthest”

Building a value exchange through registration

A crucial component of Broadsheet’s reader revenue model is the registration wall. Launched in Australia in December 2025, a few months before their subscription model, the registration wall has already outperformed industry benchmarks: 

Specifically, a conversion rate (% of unique visitors who encountered the reg wall and converted) of 5.5% on the registration wall, compared to the industry benchmark of 3-5%.

“Registration serves us on several different levels,” Ross says. “It gives us the ability to communicate more directly with our most engaged audience, gather insights into their needs, and personalize their experience. And of course, it helps us reduce the reliance on third party platforms for our audience, which is going to be more and more crucial.”

Crucially, the registration wall introduces a clear value exchange on the site. “Previously, people were completely free to browse the site as they wished,” Ross explains. “The registration wall helps set the tone for the eventual introduction of a paywall, ensuring it’s not a shock when certain content becomes paid.”

Registration has also built confidence internally ahead of their paywall launch

“The insights from our research proved that there was definitely an appetite to pay as long as it’s the right proposition and that a subscription adds significant value to an individual’s life. And that’s where we’ve been focused on these three aspects of the subscription proposition, the content being the inspiration, the experiential side of things, and the utility aspects as well, pulling all those different ingredients together.”

Nick added that, ultimately, the team believed in the strength of their brand. 

“We’ve been running this for 16 years. We know we have a strong brand. We know we create a product worth paying for. So let’s do it. Having a reg wall in place was valuable for validating our assumptions on conversion rates through the steps in the funnel. We exceeded every single one of those assumptions. Of course, more people provide data for registration than handing over a credit card, but we consistently exceeded benchmarks since the launch, so we didn’t feel we needed to wait around for subscription. We just had to go for it, with confidence.”

London: building a cultural footprint, Australia: Broadsheet digital subscription

Currently, Broadsheet’s London operation is focused on audience acquisition and brand awareness. Before switching on monetization features, they are busy establishing themselves as the ultimate London city guide.

While London is about growth, Australia is the testing ground for the brand’s most ambitious move yet: Broadsheet digital subscription. Launched just days ago (April 2026), this membership program represents the official transition from a free-to-read model to a premium value exchange.

Ross highlights that early data from Australia has been “very strong,” already exceeding industry benchmarks for conversion. The model isn’t just about a hard paywall but rather an integrated experience:

• Exclusive experiences: Members get early access to ‘Readers’ Preview’ dinners at the city’s hottest new restaurants
• Perks and rewards: The program includes ‘The Vault’ (high-value giveaways) and daily rewards like free coffee or discounts at local partners
• Journalism access: Unlimited access to Broadsheet’s trusted journalism for A$1/week

The current content access model is a static meter, where audiences have access to a set number of articles per month before being asked to register and then subscribe, but the goal is to move towards a dynamic model adapted to a reader’s level of engagement via Poool.

What’s next?

Of course, the launch is just the beginning! Ross shared that the team is already focusing on:

• Identifying optimisation opportunities that exist within their key conversion journeys and subscription checkout funnel
• Leveraging those insights to inform a cross-departmental working group focused on CRO, building a roadmap of experimentation and executing
• Introducing new forums to share actionable insights with editorial: what content is driving conversion (last click and participation) and engagement to inform content and commissioning strategy; identifying opportunities to potentially convert a higher proportion of readers below the superfan engagement cohort 
• Building CRM muscle through talent acquisition and data engineering: unlocking capabilities within their Customer Engagement Platform (Braze) and Customer Orchestration Platform (Poool) to become more personalised and dynamic across owned channels 
• Building further value into the subscription proposition through product development of utility tools

The post From Melbourne to London: how Broadsheet is scaling culture and reader revenue appeared first on Audiencers.

Written by Catherine Léger, Director of Performance Marketing, & Mathieu Therrien, Director of Products, at Radio-Canada. They'll also be speaking on the topic at Audiencers' Festival Montreal on June 25th 2026.

Let’s talk about the fear that keeps product managers tossing and turning at night: the soul-crushing fear of alienating your audience. There’s nothing quite like the stress of watching users churn because you dared to put a barrier in their way.

Yet, a little over a year ago, Radio-Canada decided to stop holding its breath and start taking risks. We did the unthinkable for a public broadcaster: we implemented a hard registration wall across our entire app suite. It was a global first for a public news entity—a move driven by equal parts boldness and strategic necessity. We realized that if we wanted to remain relevant and maintain a long-term relationship with our audience, the “status quo” was no longer an option; it was now or never.

In this article, we share the results of this “high-stakes gamble” one year on. From transforming our internal digital maturity to seeing a massive +83% surge in monthly active accounts, we’ve proven that you don’t lose trust by asking for an account—you lose it by pretending you can build a future with anonymous visitors.

What we feared

Like everyone else in the industry, we had the same fear: if we block access, we block the audience. We worried that users would become discouraged, that the most impatient would leave, and that the trust we had built up over decades would be undermined. Internal skeptics argued that people would never create an account just to listen to the radio or read a quick news story, noting, “we’re not Netflix.” In short: the wall was supposed to cause people to flee.

The tipping point

And yet, we had to go for it. A wall was deployed on July 3, 2024. We launched on iOS, Android, and connected TVs, followed by a partial web rollout ahead of the Paris Olympics. On that day, we took the risk of frustrating our users in the name of long-term relationships.

What really happened

Spoiler alert: Not only did people not leave, but they came back in greater numbers and with accounts.

• +83% monthly active accounts in one year.
• +14% engaged visits to our platforms (excluding the Olympics).
• Peaks of over 800,000 active registered visitors per month.
• Stable engagement: No collapse in reading time or listening, and no abandoned applications.

Regarding user reaction, comments related to mandatory authentication accounted for less than 2% of user tickets, and the majority of those were simply requests for assistance.

Key lessons

We learned that registration is not perceived as an obstacle when it is justified, clearly explained, and respectful of the user experience.

Internal surveys show the impact on our organization:

• Nearly 90% of internal teams believe the initiative advanced the company’s digital maturity.
• 75% have a better understanding of the potential of authenticated data.
• 9 out of 10 already see concrete uses for this data in the coming year.

Why we must persevere

The wall is not an end; it’s a foundation. You can’t build lasting relationships with strangers, and you can’t personalize blindly. Mandatory authentication is an act of digital sovereignty that allows Radio-Canada to better understand, serve, and activate our audiences.

TLTR: Trust is not lost by asking for an account, but it can be lost by pretending that we can build the future with anonymous visitors. For a public media outlet like Radio-Canada, the status quo was and is impossible.

Written by Catherine Léger, Director of Performance Marketing, & Mathieu Therrien, Director of Products.

The post Obligatory registration at Radio-Canada: a successful gamble appeared first on Audiencers.

As media organizations shift from volume-based traffic to value-based reader revenue models, the challenge often lies in bridging the gap between an anonymous click and a loyal subscriber. Sadly, this isn’t like Married at First Sight… this relationship won’t be built in a day, nor with a paywall alone. It takes time, energy and a variety of formats to develop. 

Milenio, one of Mexico’s most influential news groups, has well understood this. Their answer wasn’t found in aggressive paywall tactics, but in cultivating a highly engaged community within its own ecosystem.

We spoke with Chief Reader Revenue Officer Juan Manuel Nava Madrazo about how, by strategically pivoting toward conversational tools and gamified loyalty, Milenio has successfully tripled user time-on-site and established a sustainable pipeline for its January 2026 paywall launch.

Moving beyond “social media friction”

For years, Milenio relied on Facebook for its comment sections. However, this led to audience leakage, where users were pulled away to external social platforms, and a double login friction that stifled local community growth. Worse, the lack of moderation created a toxic environment that excluded younger audiences and alienated quality readers.

“We needed to centralize data and convert anonymous readers into loyal registered users, all within our own ecosystem,” 

To reclaim its audience, Milenio replaced its social media plugin with a proprietary community engine, Logora, focused on three pillars: 

• Unified login (SSO): Eliminating friction by integrating the comment system directly with Milenio’s registration.

• Smart hybrid moderation (AI+Human): A robust moderation that drastically reduces toxicity and ensures a civil debate.
• Local identity: Total customization, including avatars specifically designed to reflect Mexican culture (e.g., Frida Kahlo), strengthening the sense of belonging.

• New editorial product (“Realidades”): Creation of a new video-debate section that fosters deep discussions on everyday life topics (Mexican lifestyle and social topics).

This ownership of the community, with attention to details that help encourage participation, is paying off across the board: 

1. Community growth

• Volume: +150% in daily comments in the first year and an additional +100% in the second year
• Engagement: Over 120,000 comments accumulated with 80–85% approval rate (vs. 60% previously) and 120,000 interactions (likes/votes)
• Quality: Users went from leaving emojis or short phrases to writing reasoned paragraphs and reading others’ opinions

2. Retention and time spent

• All Milenio users: 1 minute 48 seconds
• Registered users (non-commenting): 2 minutes 20 seconds
• Registered users using commenting: 4 minutes 40 seconds (+200% vs. average)

3. Conversion driver for registration

• 10-11% of new daily registrations come directly from the comments widget
• Between 2,000 and 2,500 new users register each month to participate in comments
• Commenting is the 4th most important registration source for the media outlet, surpassing many content sections

The new video series “Realidades” shows:

• +20% higher participation
• +10% more users writing arguments, not just voting

Gamifying loyalty: the points milenio program

A central component of Milenio’s retention strategy is Puntos Milenio, a loyalty program that rewards high-value behaviors with redeemable points.

To bring Puntos Milenio to life, 3 key elements were needed:

• The talent of the Milenio team (Development, Business, Data, etc.).
• External platforms that understood their needs
• Trust in the project

With these three elements, they had to integrate and adapt different technologies so they could coexist and function as a single system. In addition, it was essential that operations and configuration were as simple and scalable as possible.

The end user was always the focus: “someone for whom we aimed to create an easy, hassle-free experience and who clearly understands the value of staying informed through reliable journalism”.

Users aren’t aware of how they earn points in detail, to avoid cheating of the system, but internally these are built up by:

• Engaging with content: commenting, reading multiple articles, or reaching specific scroll depth targets
• Watching videos (encouraging long-form consumption)
• Referrals: sharing articles to social platforms (to bring in new potential registrants)

Although the project is still in a maturation phase, the initial results already show strong signs of impact:

• More than 2,500 users are currently participating in the program
• They have generated more than 1 Million points, mainly by reading news, playing EntrenaMentes, listening to podcasts, watching videos, and commenting on content

These points can be exchanged for tangible rewards, such as discount coupons for Starbucks, Amazon, and Google Play. Critically, subscribers to Milenio Plus receive double points for their activities, adding a layer of perceived value to the subscription itself.

Community “Lovers” as a qualified pool for subscription

Registration is widely recognised as a valuable model to launch pre-subscription. It helps to build a qualified, engaged audience of potential future subscribers, as well as providing a testing ground for conversion tactics. Mileno, however, have gone a step further by building a community around registration, ensuring these audiences are engaged enough to convert when faced with a paywall. 

Commenting is placed behind the registration wall, establishing a simple value exchange that builds engagement whilst collecting key data points. 

Using Marfeel’s scoring, Milenio identified commenters as high-value “Lovers” (70 pts vs. 10 pts for casual users). With 50% of registered users classified as lovers, this community is the prime target for the subscription revenue to come in 2026.

The post Owning the community and gamifying loyalty: Inside Milenio’s engagement strategies appeared first on Audiencers.

According to the 2025 Reuters Institute Digital News Report, digital subscriptions have hit a plateau. Across 20 countries, only 18% of people pay for online news, a figure that has barely budged since last year. So if you feel like you’re hitting a ceiling with your core audience, you aren’t alone.

However, in their latest report on the power of registration, the 2025 FT Strategies and Google News Initiative (GNI) Subscriptions Academy found that the most successful publishers are stoping the “anonymous-to-subscriber” leap and focusing on the “middle ground”: Registration. By converting anonymous visitors into known users through a lightweight value exchange, you aren’t just collecting emails, you’re building the resilience needed for a privacy-first, platform-fragmented market.

The post Building resilience with registration appeared first on Audiencers.

Launched in 2018, Republik digital magazine belongs to no one, but to each of their 30,000 members a little bit. The team’s mission? To strengthen democracy with journalism, publishing just 2 to 3 stories per day, prioritizing the highest possible quality, and today funded entirely by subscriptions. 

I spoke to David Bauer, Head of Product Development, to hear about how they leverage editorial products for growth.

A bit of context: From April 26 to May 31, 2017, Project R, a non-profit cooperative, ran a crowdfunding campaign to launch a digital magazine in Switzerland. It was an overwhelming success: over 13,000 supporters, together with the Project R development team, aimed to make a significant difference in the media landscape. The magazine, named, "Republik" launched on January 14, 2018 – uncompromising in quality, reader-funded, ad-free, and without any unnecessary frills. (source: Project R)

The post Leveraging editorial products for growth at Republik appeared first on Audiencers.

Engagement, visibility and a touch of frustration; here’s a list of strategies to successfully convert your free registered members into paying subscribers.

1. Increase engagement

Successful conversions are all about balancing frustration and engagement. You can block members with a paywall all you’d like, but if they aren’t engaged, and if they don’t believe in your value proposition, they won’t convert.

Increasing engagement is therefore an essential part of moving free members down the funnel. Of course, this should be done through the classic techniques – quality content, a variety of formats (games, newsletters, app…) etc. – but you can also consider the below strategies, specifically for registered users.

Onboard new members

Just as you (hopefully) do for paying subscribers, you should lead new members through an on-site onboarding journey to deliver immediate value, increase engagement and personalize a user’s experience.

Importantly, they should be designed according to what a “valuable member” means to you.

The New York Times, for instance, recently implemented a new onboarding journey for registered users and it tells you exactly what’s valuable to their wider strategy.

Based on this onboarding journey, it’s clear that for the NYT a valuable user:

• is engaged in multiple verticals – news, cooking, sport, audio, games, reviews
• is signed up to one or more of their newsletters, an important content format for building habits and bringing readers back to the site
• plays games, something proven to form habits and bring in new audiences (think of the Wordle trend, where those who didn’t play daily felt left out of conversations). Interestingly, they even added a “Go to games” link at the end
• downloads and uses the app

Plus, they’ve added a banner on-article to promote their paid offering directly after someone creates their account.

The lesson to remember: Onboarding is essential, but should be adapted to your audience – what features, content or benefits are the most valuable to you (often calculated based on engagement/retention)?

Ideally, you even have a different journey for existing members when they log in, vs. for new members, like The Telegraph.

Push highly engaging content and features

Banners, pop-ups, epics and content inserts can be used to promote products that increase engagement and retention amongst subscribers, such as thematic and habit-forming newsletters, content series, your app, audio, video, events, community spaces, etc.

For sleeper members, remind them about access

A month after creating an account on nederlands dagblad, members receive an email informing them that they have access to 3 articles again for free as part of their metered model. This strategy cleverly encourages less-engaged members to make use of their quota of articles for engagement.

2. Increase premium offer visibility

The decision to subscribe isn’t made in a day (as we well know!), it’s built up over time through continued value and engagement. But in order for this to successfully lead to conversion, you also need to educate users on the premium product itself – the fact it exists, the price, any special introductory offers you have, the product value, features and factors that reassure, such as “cancel anytime”.

These can of course be found on the subscriptions offers page, but this requires the user to come to you. Instead, you should gradually bring this information in front of the reader over time.

Promotional banners, pop-ups and paywalls can be included in this visibility strategy, but even simply having a “Subscribe” button in the header can play a role here.

The New York Times, for instance, even includes the price of subscription in the button. They’ve also added a short text and CTA in the registration journey, giving us easy access to discover their offers.

Employ a double wall – registration and paywall

Instead of a simple registration wall alone, many publishers have moved towards a double wall, promoting both subscription, for full access, or registration, for limited access. Again, the idea isn’t necessarily to convert readers into subscribers here, but to promote subscription and highlight the value of this product compared to the free one.

However, worth noting that one publisher we’ve spoken to found that putting these two options next to each other meant that there was too much choice for users.

The Economist for instance has tested various options for this conversion moment, working out whether it’s best to promote registration, subscription or the free trial.

Highlight the value in subscribing

For instance during member onboarding, or whilst a reader is navigating the site.

The example below from L’Équipe, a banner showing what content is coming soon on the site, is displayed to subscribers for retention purposes, but could definitely be applied to the conversion strategy.

CTA on content

A less frustrating moment to convert is through a call-to-action above the fold on articles, like Le Point.

“Epic” at the end of articles

Learning from the likes of The Guardian, you could consider an end-of-article module to promote subscriptions at the end of free articles.

> Read about The Guardian’s impressive strategy to continuously optimize their epic and develop their support proposition

Homepage top banner

A classic for promoting subscriptions, but slightly less invasive than a bottom banner that needs to be closed.

Homepage bottom banner

Foldable or closable banners are useful for promoting subscription, but should be timed and targeted to not frustrate the reader too much.

These modules often promote special offers or re-emphasize the value proposition, but for Chicago Sun Times this is a moment to present the subscription offers, reducing a step in the funnel and bringing the offers page to the reader.

Article bottom banner

These banners can of course be placed on the article itself, especially for free content. Many publishers make use of this in a metered model to inform readers that they’re reaching the end of their quota of free articles.

Promotion in the menu

With a bit more space to add price, reassurance and maybe even a short value proposition point, the side menu bar can be a useful place to increase visibility of your premium product, like La Croix.

Special offer pop-ups

Alongside the classic pop-ups, consider special offers for registered members.

To go a step further, use targeted messaging for these readers. Despite being an example of converting anonymous readers into subscribers, Blick.ch showed how inventive and targeted you can be here, testing 3 different messages: one focusing on social proof, another saying thank you and a final version targeted to their most engaged readers, congratulating them on being in the top % of readers.

Link to premium content in free newsletters

Free newsletters are a valuable way of engaging readers, building habits that bring them back to your site on a regular basis. It’s also a great opportunity to promote premium content.

Many publishers link premium content in the newsletter, providing a summary of the article without giving too much away. This provides a form of teaser, before the reader is blocked on the article on-site with a paywall.

Make premium features visible

Whilst saving content for later, commenting, gifting articles or other UX features might be reserved for subscribers, you can keep these visible across the site to highlight the value of subscribing.

The Telegraph does this brilliantly, making use of the feature to promote its value to non-subscribers.

Offer trials and discovery passes for premium

Many popular e-learning and lifestyle apps, such as Strava and Duolingo, automatically move free members to the premium offer for a limited time, allowing them to discover the features and functionalities available to paying subscribers. After the trial ends, users have a better understanding of the advantages of subscribing.

3. Build relationships whilst frustrating slightly

Engagement is great, but it doesn’t pay the bills when the reader is browsing for free! Thanks to this engagement, you can frustrate the reader a little to convince them to subscribe. And, with all the data you have on this audience, you can build relationships through personalization and targeted experiences, making the subscription ask more convincing.

Promote subscriptions via a message from your team

People connect with people, not brands, so putting your team at the forefront is vital for building during relationships with readers.

Although an example aimed at retaining subscribers who have cancelled their plans, this pop-up from L’Équipe’s Editor-in-chief could easily be applied to the conversion journey, explaining why someone should subscribe, what value is on offer and providing some insights into the journalists working behind-the-scenes to make their work possible.

Dynamic paywalls, personalized to a member

Targeting paywalls helps to directly address the reader and make them feel like the subscription is built for them. And this doesn’t even have to be anything too complicated – Harvard Business Review and Clarin for instance simply add the member’s name into the wall. Medium goes a step further by including the author of the article currently being read, as well as examples of similar authors.

Dynamic paywalls, adapted to level of engagement

Paywalls can also be targeted to a readers level of engagement, something you’ll have plenty of information on thanks to the user being logged.

The example below is from Jeune Afrique, who tested various messaging and offers for each audience segment, finding that the optimal strategy was to group readers by location and engagement score.

Readers in low propensity to subscribe countries with a low engagement (Recency, Frequency & Volume) score were presented with a paywall that:

• Offered a €1 month trial offer
• Highlights the brand’s value proposition – who they are, what they stand for
• Aims to reassure the reader: “cancel anytime” “discovery offer”
• Includes the CTA “Make the most of this offer”

Readers in high propensity to subscribe countries, with a high engagement score were presented with a paywall that:

• Offered a 50% reduction on an annual subscription
• Includes the CTA “Join the community”
• Listed the benefits of subscribing (these readers likely already know the brand’s value proposition. They’re already engaged, and want to know what else they can have access to)

Dynamic paywalls, adapted to content type

Adapt the messaging, images and first few benefits of subscribing to the content type, highlighting to the reader that your subscription product is adapted to their interests.

ELLE Magazine increased conversion rates by 20% with this contextual paywall strategy, building 7 targeted paywalls with Poool to cover cooking, fashion, design, psychology-relationships, sport, beauty and society.

Dynamic paywalls, adapted to user status (ex-subscriber)

Ex-subscribers who are still logged can be easily targeted with dedicated messaging and offers. The Washington Post’s unique pop-up for ex-subscribers is an inspiring one!

Abandoned cart pop-up

A strategy that has been normalized in the e-commerce industry but not used enough by publishers is that of cart abandonment. Whether a user doesn’t finish the subscription process, or simply visits the offers page but doesn’t subscribe, you can consider a pop-up or email to bring them back.

This example from Texas Monthly is great, but you can go further by highlighting the value proposition, a benefit of subscribing, reassuring the reader or offering a discount/trial.

Streamlined subscription process

An obvious one, but make sure subscribing is effortless! You can pre-fill form fields, and offer popular payment methods (e.g., PayPal or Apple Pay) based on the user’s location for instance.

The post How to turn registered members into subscribers appeared first on Audiencers.

Registration is a valuable model for digital publishers at any level of maturity or revenue model:

For advertising revenue focused organizations, converting anonymous readers into known members allows you to collect first-party data and reader IDs, increase engagement for more eyes on page, personalize advertising and improve the user experience. 20 Minutes in France is a great example.

For those looking to launch a digital subscription product in the future, registration allows you to build a base of qualified potential subscribers, increase propensity to subscribe (when you do launch) and provide a testing ground for conversion messaging. Blick in Switzerland did exactly this, providing a very solid foundation for their premium offer.

Finally, publishers who have already launched a digital subscription model and are fairly mature in this strategy can use registration to move non-subscribers through the funnel, diversify their revenue streams and acquisition channels, as well as collect first-party data to target engaged prospects. The Economist in the UK, for instance, presents a double-wall, asking for subscription but also offering an additional article for free in exchange for registering.

In this workshop, first presented in Q1 2024 in London, we share how to use these goals to build the optimal registration journey, not simply converting anonymous readers into subscribers, but maximizing the value of this for your revenue goals.

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Key moments in the registration funnel to optimize

• Visibility of your registration offer and the value exchange. The goal here is to ensure a reader is aware of the value they can get in exchange for creating an account before they’re hit by the registration wall
• Diversifying your acquisition channels. Ensuring registration can come from a variety of places. Content, of course, but also games, commenting, competitions, side verticals…
• Collecting data. Balancing collecting enough in the registration process without frustrating the user, and then progressive profiling over time
• Onboarding. Welcoming your new member, showing the value they now have access to and aiming to increase engagement, just like you would for subscribers
• First moments. Bring the reader back to content and show them around their account space

The post Building the optimal registration journey appeared first on Audiencers.

Written by Christophe Cluzel and Catherine Léger from Radio-Canada. Christophe, Radio-Canada’s Senior Director of Marketing Strategies, guides the teams in acquiring and retaining audiences, while Catherine, Senior Head of Digital Marketing, leads the teams responsible for digital marketing at Radio-Canada.

Summer 2023: the context and Bill C-18

In the summer of 2023, the Canadian media landscape was profoundly altered by the Online News Act (C-18). Aimed at ensuring fair compensation for Canadian media via royalties from major online platforms, this legislation was intended to redistribute millions of dollars a year to the Canadian news industry. However, in August 2023, Meta (including Facebook and Instagram) reacted with unexpected firmness, refusing any negotiations and deciding instead to block access to news content on its platforms in Canada. 

Overnight, for Radio-Canada, Canada’s public broadcaster, a social ecosystem on Meta, including more than 106 Facebook accounts and 63 Instagram accounts, were paralyzed, making content inaccessible. The unilateral decision deprived the 83% of French-speaking Canadians who come to the Radio-Canada platform daily from the community and content they consume via these pages.

It’s a cataclysm for all media. The loss of Meta as a traffic referent is critical for certain media, particularly local ones, and affects their chances of survival in an environment where competition has never been on a level playing field. Since then, according to the Canadian Digital Media Research Network, over 212 local media outlets – some 30% of those previously active on social media – are now inactive, having an impact far beyond just the business itself.

Reactivity and a strategic adaptation

Faced with this unprecedented situation, Radio-Canada needed to react quickly to adjust its broadcasting, distribution and marketing strategies on social platforms. As a public medium and key information player, it’s imperative to establish clear guidelines to maintain a solid and direct connection with readers, despite the blockage. In the same vein, and because “buying is voting”, CBC/Radio-Canada also ceased all investment in the platform. Meta’s actions are worrying because they restrict access to reliable local sources of information for Canadians, particularly those in the North, in French-speaking minority communities, and in rural areas. In response, we have joined other news publishers and broadcasters in filing a complaint with the Competition Bureau.

The immediate impact on overall traffic was relatively low, thanks in part to the acquisition of new audiences for our RC Info and RC Ohdio applications. For four years now, as a result of algorithmic changes, we have been observing a gradual and marked decline in referral traffic from Meta, which at its peak accounted for a significant proportion of traffic before 2021. This downward trend accelerated, reaching 0% in the summer of 2023 at the time of the block. The duplication of visitors between our Facebook pages and our website also played a mitigating role, indicating that a portion of users were already diversifying their sources of information. 

An offensive campaign and things looking up

To counter the effect of the Meta blocking, Radio-Canada has launched several offensive advertising campaigns starting in July 2023. Clear, direct messages were broadcast to encourage users to find their information directly on our digital platforms. Among the slogans used: “Don’t wait for someone to block access to your local news” and “Download the Radio-Canada Ohdio app”.

The results of these campaigns were impressive. Between July 3rd and September 3rd, the RC Info app recorded a 166% increase over the previous period. The RC Ohdio app, meanwhile, saw an 83% increase in downloads. These figures, combined with increased visibility on our websites, show that our reorientation strategy has paid off.

Anonymous-to-known: prioritizing reader authentification across platforms

With the urgent need to maintain a direct link with our audiences, the organization has realized the importance of leveraging content consumption on our owned web and apps spaces. The major loss of digital assets on Meta, via the freezing of pages, only amplifies this desire for independence. 

Having top-quality, activatable first-party data, in addition to in-depth knowledge of our audiences, was already on the radar and identified as a high-value strategic action, particularly in the wake of the “cookie apocalypse”… which ultimately won’t happen as we thought it would. The blocking of Meta in Canada only highlights the need to accelerate this shift. 

As a result, a vast strategy of mandatory authentication. Registration, i.e. account creation and login, across all Radio-Canada Group applications, was developed and rolled out in July 2024 to accompany the Paris Olympics. 

With this move, Radio-Canada becomes the first public broadcaster to require authentication on its flagship news app product, notably out of a public service conviction that by being in control of our data, it is possible to manage it more responsibly and ethically than any major global player, while offering a more personalized and engaging experience. 

At the time of writing, Radio-Canada has just passed the milestone of 2.6 million citizen accounts, representing an unrivalled digital asset and enabling the organization to maintain a privileged and direct link, without intermediaries, with its audiences.

> Pins, commenting and seamless login: Graham media, CBC and Toronto Star share registration success stories

Analyzing the long-term impact

One year after Meta was blocked, analyses show that the impact on our overall traffic has remained under control. The loss of traffic from Facebook had begun well before summer 2023, but direct visits, notably to our apps, and those from search engines have increased, more than offsetting the decline. 

In addition, diversifying advertising investments towards other platforms such as TikTok, Google, Amazon, Reddit, Snapchat, to name but a few, has enabled us to capture a younger audience by embedding more on their daily platforms, while maintaining engagement with our products through direct consumption. But it’s not just American platforms. The stalemate has also enabled us to reassess our contribution to the media ecosystem and set more ambitious targets for Canadian investment, particularly in local media, as well as re-evaluating our buying methods in order to keep as much of the investment as possible in publishers’ pockets.

It just goes to show that there are no small gestures, and that we need to stand united against these digital giants.

Towards redefining our relationship with social media platforms 

Today, as the impact of the Meta blockage continues to dissipate, Radio-Canada is resolutely looking to the future. The redefinition of our relationship with social media is underway, and we are pursuing our mission to inform the Canadian public while adapting our strategies to meet the challenges of an ever-changing digital landscape.

To put it another way, existing outside a mass medium like Meta is a bit like taking an unpleasant-tasting medicine to cure an illness. It’s not pleasant at first, but it’s necessary to regain your health and feel better in the long term. Even if the move was abrupt, we have to admit that it was probably the best scenario for breaking free and reinventing oneself.

As we continue to evolve in this new world, fundamental questions arise for the future of our democracy

How can we preserve a healthy public space where truth and informed debate prevail? Where do we draw the line between freedom of expression and state control in a democracy living in the digital age? How can we regulate platforms that know no borders, to avoid undue manipulation of information?

What is ethical responsibility in the digital world? How can we get the technology giants to assume their responsibility towards society in the same way as other media?

What does it mean to inform and be informed in 2024? In a world where anyone can become a media outlet, where the boundaries between content and source are blurring, and where the definition of information is increasingly subjective, the role of the media is undergoing a radical transformation. How can we reinvent dialogue to overcome the prevailing mistrust and win back the trust of citizens? 

At Radio-Canada, we are exploring various initiatives to address these issues and continue to fulfill our mandate: to inform, enlighten and entertain French-speaking audiences across the country. Through these efforts, we are committed to staying close to our audience, while adapting our approach to evolving uses and new audience expectations. 

The post Meta’s news ban on Canada – a chance to strengthen Radio-Canada appeared first on Audiencers.

October 13th, 2022: Madeleine & I launched The Audiencers at an intimate party on Boulevard Haussman in Paris. With representatives from France’s largest online media houses gathered to toast the occasion, I spent the evening wondering how many millions (or billions) of page views were gathered within those four walls. I never got the answer, but the story of The Audiencers, on the other hand, was well and truly underway.

Our ambition was to unite publishing professionals around the common goals of engaging, converting and retaining online audiences. We created this new brand (The Audiencers belongs to the start-up Poool) with all the candor of those who don’t know what they’re doing, and the demands of those who want it to be useful.

Supported by the start-up’s marketing team, The Audiencers has never pretended to be a medium from scratch. And yet, even if all our readers are now well aware that this medium is the marketing arm of Poool, The Audiencers continues to grow in stature and robustness as a brand in and of itself. To the point where, through the accumulation of side-projects, it has become a community.

The Audiencers’ profile

Behind The Audiencers, everything comes in twos. First of all, the site is available in two languages: French to build loyalty among Poool’s existing customers, and English to move into Anglophone markets.

In 600 days, we published nearly 400 articles, in English and French. Behind this production, Poool’s in-house team, but importantly with the help of external guests: working professionals, consultants, veteran professionals, independent experts. Guaranteeing the credibility of our content, never censored and with little guidance, our external columnists enable The Audiencers to speak to those who make the industry what it is.

In 18 months, we’d convinced over 5,000 qualified professionals to subscribe to our newsletter, which almost 50% of them open every two weeks.

As defined during our persona building sessions pre-launch, our editorial grid was segmented based on three needs held by our target audience: 

• Decisions, to support the strategic, business decisions by key DMs 
• Operations, the how, to guide the execution of operational staff
• Inspiration, to provide benchmarks

In addition to this initial breakdown of content, a deliberately light taxonomy (no more than 40 terms) was used to qualify each piece of content according to the theme covered: subscription, paywall, engagement, ARPU, newsletters, lifetime value, churn, etc.

An audience conversion strategy from the outset: articles blocked by a datawall

One of the most game-changing decisions in our inbound marketing strategy was to gate articles from day one. Not all of them and not on the first-read to ensure a balance between frustration and engagement, but blocking all the same. 

Specifically, readers were asked to tell us who they are (first name, last name, company and business email address) to be able to read the article in its entirety. This also signed the user up to our newsletter, a technique that has allowed us to grow our readership and engagement so quickly.

Knowing who our readers are has also enabled us to understand precisely who we attract, and redirect our editorial line to appeal to those we’re targeting. Above all, it allows us to put a human name to an analytics hit. 

From online to real life

What if we got all the professionals with the same problems in the same room, on a stage, with microphones, music and a chill vibe, wouldn’t that be cool? Weekends with Madeleine can be dangerous, and the idea that germinated that Sunday was the second building block of the community to come. The name came soon after: The Audiencers’ Festival.

Between 100 and 200 media professionals in an auditorium, the first in Paris in September 2023, the second in London a month later… Then on to Madrid, New York, Toronto, before a second European tour. During these exceptional events, the emotion of meeting up again with peers, former colleagues, sometimes competitors – to share anything but small talk. If there’s one thing Madeleine and I love to scratch beyond the surface – what’s behind the empty operational slides. With a phrase uttered over and over again: “Okay, but in concrete terms, how do you do that?”

What we’ll remember about these Festivals is the transparency of each of the speakers on stage, and what happens when you step off, coffee or glass in hand. While we wouldn’t yet call it a community, we had still managed to bring a group of people with converging interests together…

A WhatsApp community, for questions, discussion and the odd joke

On the eve of our first Paris Festival, we created the first WhatsApp group. The original plan was simply to be able to address attendees during the event, call them back to the auditorium when breaks were over, encourage networking, that sort of thing. By the following day, some sixty additional people had agreed to share their telephone numbers with us to be a part of the conversation. This proof of concept was too good an opportunity to miss, and there was no stopping the momentum. 

So in the weeks that followed, we turned into community managers, standing guard at the entrance: 

You’re a publisher, you get in. You’re a tech company, you don’t get in.

We then shared photos of the event. A survey. Then useful links. And then group members started introducing themselves to the community. Little by little, the questions that had previously been kept in the privacy of meeting rooms were asked, and others answered. People began to help each other (a crazy concept in business, I know). Links to the WhatsApp community shared in company Slack channels. A new group for each Festival. It had begun.

After 7 months, the French-speaking group has nearly 500 media professionals, the English-language group over 300, and it’s often necessary to take a deep breath when you’ve missed a week’s worth of messages, so active are these groups.

The final step: reserving the site for logged members

By April 2024, the foundations of our brand were laid. We had : 

• A name “The Audiencers” more or less recognized by the pros in our sector (awareness)
• A newsletter, opened by half its subscribers (interest)
• A monthly audience on theaudiencers.com, equivalent to the number of NL subscribers (engagement and unique value)
• One-fifteenth of those subscribers had joined the WhatsApp groups (trust and loyalty)

If you’ve followed the process correctly, you’ll have understood that we now have, in our database: 

• Subscribers to our newsletter (served by Hubspot)
• Registrations for our Festivals (managed by Luma)
• On WhatsApp, phone numbers 
• Everywhere (LinkedIn, email, WhatsApp…): messages and interactions with us.

The question is, how do we bring it all together?

Registration.

We’ve been preaching about the importance of identifying your audience across our content and events – it was time to put this into practice. 

At the beginning of May, you’ll have likely seen banners on theaudiencers.com suggesting that you create an account. Our aim: to reserve our editorial production for logged-in members, of course. 

We created the banner with Poool Engage, with the following display conditions: 

Of course, we also replaced the datawall with a registration wall.

Gradually, we started placing more of our content behind this wall, reserving it for identified members only. 

Blocking access to content: the risks

We’re not afraid of the drop in audience and bounce rate that this strategy could induce. For one thing, the site has never (and probably never will be) financed by any advertising whatsoever. And if we’re unable to find out who’s reading us, there’s no reason for the medium to exist. A hit on an analytics tool has never been of the slightest use to a brand publisher, let alone one with a B2B stance!

We had a datawall completion rate of 20%, and are aiming for at least the same for our registration banners. 

Registering our reader base is indeed the final step in our transition from a top-down brand publisher to a transverse community.

Registration: from diffused audiences to owned ones

Do your community exchanges take place on GAFAM platforms? Ours too (Linkedin, WhatsApp). 

Developing community tools on our own platform (planting our carrots in our own garden, not the neighbor’s) became a priority: 

• On the one hand, to practice what we preach
• On the other, to stop feeding those who deport the value of our work

There were 2 concrete projects: 

1- Install a login system, with a “My Account” area

2- Allow interaction between members, via a comment section

For the login system, we chose Auth0, for its ease of installation and its many possible third-party connections: 

At the launch, we offered a social login option with Google, but this brought us mostly personal accounts. But, being a B2B medium, we’re mainly looking for professional email addresses. That’s why the Google login has been removed.

As for the “My Account” section, we developed it ourselves, connecting it with the Poool Dashboard login so as to be able to identify Poool customers.

Like all good registration journeys, new members are led through an email onboarding journey with the goal of welcoming them, providing immediate value (content and newsletter), introducing them to the community (engagement across channels) and inviting them to our latest events (relationship building IRL). 

> Benchmarking publishers’ account creation journey

On-site comments: enabling discussion chez nous (at our home)

To add a commenting system to theaudiencers.com, we enlisted the help of Canadian company, Viafoura, who helped us with the technical, organizational and marketing elements of a community.

Specifically: 

• Comments at the bottom of the article

• A personalized feed for each member

• With an integrated moderating system (an essential for commenting) 

> Pins, commenting and seamless login: Graham media, CBC and Toronto Star share registration success stories

Two more things

At launch, the site’s baseline was “Engagement, Conversion, Retention”. Firstly, because it set the tone for what we were going to talk about. Also, because these three words work in both French and English (bilingual problems!).

18 months later, we decided to free ourselves from this linguistic advantage and proudly step into our new community ambition. 

Please meet…

We’ve also redesigned our menu to replace the original headings (Decisions / Operations / Inspirations), which had become a little too blurred. Now, the tags most commonly used on the site, so that professionals faced with a specific problem can access the articles dealing with it more quickly.

How do we know if we’re succeeding?

The KPIs that we’ll be tracking: 

• Audience log rate (via Auth0)
• Wall conversion rate (via Poool)
• Engagement (frequency of visits, time spent on the site, number of pages viewed per session, scroll rate)
• And of course, the number of active members

It’s a launch. 

Will we succeed? I don’t know. I’m convinced of the principles that drive our decisions. The difference will be in execution.

We’d love to hear your thoughts! Comment below with your feedback on this journey and recent updates!

The post Behind The Audiencers: from a brand publisher to a growing community, on and offline appeared first on Audiencers.

The Audiencers’ Festival Toronto was one to remember – held in the legendary El Mocambo, where the likes of The Rolling Stones and Billy Idol have performed, the energy from speakers and attendees alike was incredible.

After the first break, 3 registration experts took to the stage to share a unique case study on how they’ve successfully increased their logged user base, created value for members and moved readers through the funnel towards higher ARPU.

On stage:

• Dustin Block, Audience Development Lead at Graham Media Group
• Elliot NG, Director Customer Experience & Loyalty at CBC
• Ashley Hawley, Head of Product at Toronto Star

Graham Media Group

The context: Graham Media Group is a local TV/broadcasting brand in the US.

An audience role was only formally established in 2018 where the focus was on large, unknown audiences. But Dustin asked, so what? What does this translate to in a meaningful way?

The strategy: actually engaging audiences, prioritizing data to focus on better understanding audience behavior

The solution: build a membership program, something that was pretty unheard of in TV/broadcasting at the time

The goal was to develop a strategy that took dependency off other platforms to prioritize audience engagement and community building. Users would be encouraged to create an account via the registration wall to move through the funnel towards being ‘insiders’ who come back regularly to the site, attend events and contribute to User Generated Content, including:

• Comment sections and community, which has turned into a huge source of value for readers, especially when journalist are in the comment section, responding to readers
• Community Help Desk where audiences can file tickets with information that the newsroom needs
• ‘Pins’ photo and video sharing platform​

Pins: looking at social media platforms for inspiration

Learning from these explosive growth companies, the team wanted to create an addictive quality, something that users wanted to keep coming back to and thought of first when an event happened. So, they launched ‘Pins’, a photo and video sharing platform, reserved for registered users. This content that then be seen by other members and shared in broadcast and digital stories.

For instance, below is an example of photos sent in during a hail storm in Texas. 500 users posted a pin.

Building internal confidence in Pins

One essential in Pins’ success was the focus on internal buy-in:

• Launched a ‘10×10’ product sprint to update the platform (10 updates in 10 weeks) and put out release notes everyday to build enthusiasm around the platform. Before this sprint, they averaged at 77 pins shared across the group. Today, they average at 145 pins shared per day. The goal for 2024 is 175 pins per day.
• Used an “Ideas” portal so anyone in the company could send product feedback to win internal support needed to promote the tool (personal advocacy behind ideas)
• Releasing an update each week with improvements

73% of “Pins” users in the past year remain​ engaged with their local GMG brand. ​

The next goal is to take this a step further by training insiders as Citizen Reporters with Pins​.

Building products for registered users adds value, deepens engagement, and supports retention

The value of registration and adding value to this membership product has been proven time and time again.

• Nearly 600,000 registered users ​
• 30,000 daily logged-in users​ (an essential new KPI)
• Insiders are 15x more valuable than an average user
•  10%+ conversion rates on targeted marketing​ for high-value outcomes
•  Built a consumer revenue stream​ around events
•  Shifted strategic focus to loyal and engaged audiences

> You’ll also enjoy: A single account across Switzerland: how OneLog is changing the registration game for digital publishers and readers

CBC

The context: The Canadian Broadcasting Corporation is the Canadian public broadcaster for both radio and television. They have a split funding model from the government and commercial revenue.

The strategy: boost daily active users on CBC Gem (their on-demand streaming platform) and focus on post-registration end-to-end funnel optimization

The solution: content windowing strategy (registration wall) with a new, seamless login and improved product experience

In implementing this login strategy to CBC Gem, the team identified 4 key considerations:

• Customers: What’s changing? What do I have to do to keep watching? How can I login seamlessly? How can I continue to watch on my Smart TV?
• Data: How many customers do we have? How to segment?
• Legal: What’s within the Canadian anti-spam compliance law?
• Sales: What’s the quickest way to get anonymous customers to login without losing ad impressions?

The solutions:

• Login seamlessly – make sure customers know that they can login with their previous CBC login methods

• Eliminate surprise – inspired by BBC’s authentification approach, the CBC team chose to communicate the change ahead of the change. Tactics included email, in-product modal, targeted video ads, employee comms, roadshows and additional CX training
• Drive Connected TV viewing – use advanced analytics to connect marketing campaigns to Connected TV stream

Toronto Star

The context: Toronto Star is a Canadian daily newspaper owned by Torstar Media Group. They’ve had registration on their site for quite some time, and these members have proven to be 15x more likely to subscribe. But there was some disconnect for users in terms of what they were getting. Why should someone register? What would they get as a result of this action?

The strategy: an exploration into the functionalities and experiences that should be unlocked for registered users to drive engagement

The solution: unlocking commenting for non-subscribers, notification bell and AMAs

Commenting

Commenting below articles proved to be a solution to 2 issues:

• Tying commenting to registration ensured that all commenters were de-anonymized and agreed to the publisher’s code of conduct. This helps to create a higher quality comments section and safer, more valuable community environment that users feel enticed to partake in.
• Commenting could help to both drive registrations and provide an experience that wasn’t available to anonymous users

Using commenting to drive registration growth

Previously, commenting was behind the paywall, reserved for subscribed. The first decision made was to open the comments section up, creating a sense of FOMO whereby readers feel like they’re missing out on the value in the article and eventually want to subscribe.

If a user tries to like a comment, share a comment or reply to one, they’re immediately encouraged to register. Almost immediately, this had a hugely positive impact on conversions and engagement:

• Time Spent within the commenting section increased 30%
• 26% increase in new commenters
• 55% increase in anonymous comment readers
• 71% increase in users clicking to other “Active Conversations” (Recirculation)
• Registrations increased 72% and now account for 25% of all registrations
• 405% increase in logins

Using Viafoura’s community suite and working with their moderation team has also been fundamental in this success.

Notifications bell and menu

Taking this engagement further, and to bring value directly to commenters, the team integrated a notifications bell and menu into their logged user’s header bar.

When commenters arrive on the site, they’re immediately alerted of replies and brought back to the content to continue the conversation. This has proven to be very valuable for recirculation purposes – people return to the content, whether it was evergreen or not, to continue the conversation.

They’ll also receive a notification email, which has a 24% CTR, bringing them back to the platform to engage further.

• Volume of comments increased by 60%
• Comments per article increased 21%
• Likes/Dislikes on comments increased 63%
• Replies to comments increased 79%
• Clicks on “More Active Conversations” increased 40% (this user is already engaged in the comments section, so this allows them to get involved in other conversations on the site)
• Time Spent in Comment section increased 51% when compared to period after launching below paywall

Ask Me Anything

The Toronto Star has seen great success with the Billionaire Murders podcast, but the majority of this engagement was off-platform. The question was ultimately how can these audiences be brought back to their own platform? How can The Star create unique experiences for these users that they’re not getting already with the podcast?

The solution was a masterpiece collaboration between product, marketing and the newsroom – an Ask Me Anything feature. Following every new episode release, users can submit questions that Kevin (the podcast host) would answer in the comments section.

With its success, these AMAs are evolving, with versions for election coverage and now video stream AMAs with a journalist and moderator. These unique experiences draw users back to the publisher’s own platform.

The post Pins, commenting and seamless login: Graham media, CBC and Toronto Star share registration success stories appeared first on Audiencers.