case study on foreign affairs: the life cycle of the digital customer
DESCRIPTION
Foreign Affairs has had unique experience in its success with a paywall and not having to retrain users to pay for content. But, the magazine is still working through testing optimal permutations and metering ad microcontent purchase options. Foreign Affairs publisher Lynda Hammes will speak about the ‘customer voyage,’ of guiding a completely anonymous user through becoming a registered user, repeat visitor, and ultimately – paying subscriber.TRANSCRIPT
Case Study: The Life Cycle of the Digital Customer
Then (1922).
Dr. Strangelove (1962)
Dr. Strangelove1962
Today.
To sum it up…
59%
24%
4%13%
Subscriptions + eReader 59%
Advertising 24%
Other 4%
Newsstand 13%
Business ModelPaid Content = 72% of Total Revenue
Direct Response
Relationship Marketing
Student & Academic Global C-suite
Busy Policy Leader Issue AdvocatePublic
Intellectual
Engaged Citizen
Reader Appetite
Deep research on a single topic
Snacks on a variety of content
Must-read in the field (Trade)
Stay up-to-date on news cycle
Satisfy intellectual hunger
Aspirational,self-identifies with intellectual authority
BRAINYBADGE
LEAN BACK
IN-THE-KNOW
REQUIREDREADING
SOCIALANIMAL
GO DEEP
Paywall Testing
Metered Paywall Results: the Good News
Registered Users Visits
# Registered Users
LaunchedNovember
2013
+10% engagement from registrants
+19% increase in Registered Users
Paywall Results: the Jury is still out...
Register for access
eNewsletter
Microcontent
Free Trial
Access Pass $10
Subscription
Premium Subscription
Membership$100
Average Revenue per User
Conversion Life Cycle
Presented by Lynda Hammes, PublisherDigiday Publishing Summit, March 2014