Digital publishing and media titles like to talk about subscribers, not customers. Unfortunately, this symbolizes one of the problems that these companies have had for years…
Until recently, it was possible to generate sales and profits in print with job ads or traditional advertising alone. But these days are over and, like a hamster in a wheel, publishers are pedaling frantically to generate new subscribers. With this, publishing has, in many cases, become a very expensive business (and even that is a prerequisite that “cost per new subscriber” is measured realistically).
What about subscriber retention? Well this needs to take a more important role to compensate, not only in publishing houses and media companies but across all industries.
