Gannett sees the relationship as central: Membership, not subscription

Gannet recognizes the growing importance of relationships, too. CMO Andy Yost explained to Publishers Daily: “‘Subscription’ sounds transactional, ‘membership’ sounds like a two-way relationship that gives you access to things you can’t get elsewhere.” Consequently, the newspaper giant is offering $2.99/mo. memberships on its USA Today properties and utilizing its content archives and production capabilities to package new personalized or demographically targeted news experiences. The company also offers an Insider Loyalty Program that bundles subscriptions with special offers and discounts.

Here’s the key: Believing they are getting value back, members share information that helps to personalize and target content (the Gen Z teen who is loyal in exchange for exclusives, above, is engaging in the same behavior.

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Author: Mitch Ratcliffe

Mitch Ratcliffe is a veteran entrepreneur, journalist and business model hacker. He operates this site, which is a collection of the blogs he's published over the years, as well as an archive of his professional publishing record. As always, this is a work in progress. Such is life.