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Digital Revenue Growth: Here's What You Need

Are you a publisher wondering why your digital revenue isn't where you’d like it to be? One likely suspect is the system used for orders, marketing, customer service and data analysis. Perhaps you're saddled with legacy software that doesn’t speak the digital language and imposes strict limits on how you can market. Or maybe you outsource to a service provider whose system looks good on the surface but underneath is running your business on outdated, in-house-developed software with a plethora of piecemeal programs patch-worked together.

Or maybe you’ve separated your print and digital businesses between different providers---perhaps an in-house system for the “old” print business and an outsourced solution for the exciting, but fledgling digital business. Neither of these scenarios is optimal for digital success.

Growing your digital business requires a well-thought-out strategy, the right software, and an audience who consumes your content. You need a software company with strong roots in subscription management.

AdvantageCS can help you build your digital business, starting with the subscribers that you’ve worked so hard to earn. We’ll show you how your digital and print subscriber data can be closely integrated, marketed, and analyzed. We’ll help you start this initiative by advancing the way that you communicate with your customers. Instead of transacting with your customers through the legacy subscription model, transact with them in a new way using what we call “agreements.” You can think of these agreements as super-subscriptions that include print and digital products, conferences and events, books and one-off products, and even an annual membership.

Here are a few examples of how some of our clients are using Advantage to grow both their print and digital revenue:

  • Subscribers initially offered digital subscriptions for friends and family together with the print subscription. The subscriber information for each digital subscription together with digital access usage are collected for future marketing efforts to grow revenue and subscriber counts.
  • Digital subscriptions priced separately from print subscriptions and bundled together under an agreement. Print subscribers are offered an incremental rate to get friends and family to sign-up for access to the digital subscription component. Renewal rates are based on any number of factors, including digital access usage, the number of print and/or digital subscriptions within the access agreement, or the number of times renewed. Renewals are offered to both the digital access subscriber and to the current payer of the print subscription.
  • Similar digital products offered and bundled within an access agreement as a low-cost means of cross-selling products. For example, new or existing subscribers choose to get 3 months of digital access to 2 magazines in a pre-defined group of similar interest areas. Names, email addresses, and usage information are collected and analyzed for future marketing efforts to grow revenue and subscriber counts.
  • Access tokens for downloading a book or a specific digital magazine issue offered to new subscribers or as part of a renewal series.
  • Digital subscriptions with print copies offered at a nominal charge to friends and family to increase the number of print subscriptions for advertising rates. In this example, the digital subscription constitutes most of the subscription rate, while the print subscription is only a nominal component.
  • Packaged combinations of print and digital components that enable subscribers to upgrade, downgrade or find alternatives to their subscription package. For example, subscribers can upgrade from a single combined print and digital subscription to a package that includes 2 digital subscriptions and 3 access tokens.

Beyond the Advantage software, you also need to provide a satisfying experience to the subscriber. As an example, check out the Wall Street Journal application on your tablet or smartphone. Now, compare that experience to reading any scanned copy of a popular magazine in the Apple Store. Is it any wonder the Wall Street Journal is one of the few businesses growing their digital revenues by leaps and bounds?

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