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Secrets of Audience Acquisition & Retention

Creating Digital Product Success

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Acquisition Across Your Subscriber Base & Beyond

• Key subscriber acquisition strategies – what’s working now … Short-term “sales” events (72 hour sale) Social media

• Sponsored “content” ads in FB timeline exploiting “custom audiences”

Daily deals (excellent way to sell “new” households) Better use of every customer “touch-point”

• Your best customers will pay more! Bundling digital components & value proposition

(platform agnostic) Smarter offers and pricing

• Longer-term “all-digital” subscriptions are improving retention

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Acquisition Across Your Subscriber Base & Beyond

• Lead generation Leverage CRM capabilities to capture and exploit leads across channels Test multiple free trial (sample) programs

• Aggressively promote conversion to paid

• Cross-Promotion Leveraging Your Biggest Megaphone

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eEdition As Part Of Our Premium Product Solutions

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eEdition Interface As Marketing Tool

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San Antonio Adds eBooks To Mix

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Connecticut Creates Digital-Only Sections

13% Lift in eEdition

usagewhen a

digital-only section is

available and promoted

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• Consistent Schedule of Emails Top Stories (100K) Weekend Preview (120K) Daily eEdition (180K) Other: Activation & Member VIP Events

• Best Practices All drive to all premium products

(iPad, Premium site, eEdition) Monitor opt-outs for stale content Create goals:

• Open Rate (Opens/Delivered) 22.0%• Click-Thru Rate (Clicks/Delivered) 4.0%• Click-To-Open (Clicks/Opens) 16.5%

Traffic-Driving Tips To Increase Engagement

Opt-Out Only 0.06%

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• Expanded e-Newsletter Program Daily e-edition (75K)

180% increase in e-edition usage 470% increase in mobile e-edition

usage Premium recap (75K)

Expanded to 3X weekly Membership: events (20K)

• Driving “sold-out” free and paid events

• Expanded Distribution• Newsletters to all active subscribers

• 370% increase in volume of opens• Goals

• Open rate goal = 30%• Click thru rate goal = 7%• Click to open rate goal = 34%

Expand The Audience To Drive Engagement

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Experiment & Iterate

Average 8,700 Average 10,000(2 weeks after redesign)

Average 5,600

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Optimize Your Email Programs

• Frequency Track your open and click-thru percentages Track your opt-outs

• Maintaining Your List Keep a global Do Not Email list and apply it Keep separate opt-out lists for each email type Separate subscriber list from advertiser third party programs Get “aligned” with evolving permission, privacy and email laws

• Reacquisition after opt-out: Special coverage Member-only offers/benefits

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Questions