Digital Subscriptions Strategy!

Industry Indicators

Industry Indicators!

News Consumption Habits Are Changing

50%+Source: 2017 Reuters Institute Digital News Report

Of Consumers Use Social Media to Consume News

Readers Are Sifting Through The NoiseAND DEFAULTING TO SOURCES THEY TRUST

Industry Indicators!

Source: wordcloud.com

   

The Future of NewsIndustry Indicators!

Industry Indicators!

THE PERCENT OF U.S. CONSUMERS WILLING TO PAY FOR NEWS IS UP 7%

0%  2%  4%  6%  8%  10%  12%  14%  16%  18%  20%  

2016   2017  

%  of  Consumers  Paying  for  News  Online  –  2016  vs.  2017  

16% 9%

Consumers Are Paying For Quality Content

Source:  2017  Reuters  InsEtute  Digital  News  Report  

Third Party PartnersIndustry Indicators!

Traffic!

Washington Post Traffic

Traffic!

88M2018 AVG. UNIQUE VISITORS

PER MONTH

Source: comScore Multi-Platform, October 2013 and September 2017

84%SINCE JAN 2015

[CELLRANGE]

[CELLRANGE]

Subscribers Non-Subscribers

Traffic!

14xMonthly Pageviews per Visitor

Source: Adobe Omniture, 2017

Content Read By SubscribersTraffic!

SUBSCRIBERS OVER-INDEX ON OPINIONS CONTENT

Source: Adobe Omniture, 2017

26%

11%

27%

8% 8% 7%10%

4%

25%

15%14%

12% 12%9% 9%

4%

Politics National Opinions Local World Other Lifestyle + Entertainment

Sports

Percentage of 2017 Pageviews by Section

SubscribersNon-Subscribers

The Washington Post Digital Subscriptions Growth

2013   2014   2015   2016   2017   2018  

Digital Subscriptions Growth PAID SUBSCRIPTIONS OVER TIME

Source: The Washington Post Digital Subscriber Database

1 Million Subscriptions

Subscriptions Strategy!

2013   2014   2015   2016   2017   2018  

Global  /  NaEonal    (93%)  

The Evolution of a Global BrandTHERE ARE POST SUBSCRIBERS IN EVERY U.S. DMA AND MORE THAN 150 COUNTRIES

Subscriptions Strategy!

Source: The Washington Post Digital Subscriber Database

Local  (7%)  

   

Top Driver: Onsite Acquisition

!Subscriptions Strategy!!

58%Of 2018 subscription purchases were made through onsite acquisition channels like:-  Ads-  Paywalls-  Site buttons

2013

2014

2015

2016

2017

2018

 Subscribers  From  Paywall  

A Brief History of The PaywallEXPANSION OF METERING EFFORTS SINCE 2013

Subscriptions Strategy!

Launch of Paywall at 20

Source: The Washington Post Digital Subscriber Database

Meter Decreased to 10

Meter Decreased to 5

Meter Increased to 10

Meter Decreased to 5

Began Metering Social

Began Metering Google

Meter Decreased to 3

Began Metering Newsletters

Subscriptions Strategy!

Paywall Testing In 2017FIRM ANALYSTS RAMPED UP SUBSCRIPTION TESTING EFFORTS

Subscriptions Strategy!

•  Meter Tightening Tests•  Testing Subscription Models on 3rd Party

Platforms•  Teaser Paywall Test

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Newsle&er  Referrer  Instances  and  Total  Valid  Enrollments  Referrer  Instances    Email  Enrollments    

Off-site: Newsletters Driving Lead GenerationSubscriptions Strategy!

IN THE PAST TWO YEARS WE’VE:•  Added 4.6 million newsletter enrollments•  More than tripled our traffic from newsletters

Special Offers for Key Segments

Special Offers for Key SegmentsTHROUGH IP WHITELISTING AND FREE SUBSCRIPTION OFFERS

Key Segments!

Discounted Subscription Offers For:

• Higher Education• K-12 Education• Print Publication Partners

Key Segments!

Launch of Academic Rate

Pricing and Transaction Strategy

Pricing Strategy and Transactions!

53%TWP Subs on a

Discounted Rate

Source: The Washington Post Digital Subscriber Database: April 2018

28%TWP Subs on a

Discounted Rate

Today3 Years Ago

Price TestingTESTING HELPED DEFINE 2018 PRICE STRATEGY

Pricing Strategy and Transactions!

Annual Price Testing

Introductory Rate Testing

Local Currency Test

Source: The Washington Post – Digital Subscribers Database, Darwin Testing Platform

Pricing Strategy and Transactions!

Payment OptionsRECENT ADDITIONS OF AMAZON PAY AND APPLE PAY

Decreasing Involuntary CancellationsSAVE RATES ARE IMPROVING – UP 19% FROM 2016

Pricing Strategy and Transactions!

18%  

27%  

37%  

0%  

10%  

20%  

30%  

40%  

%  of  Suspended  Users  Saved  From  CancellaEon  2016   2017   2018  

Source: The Washington Post – Digital Subscribers Database

Retention

Increasing Subscriber Retention

+6%from 6 Months Ago

Monthly15- Month Retention Rate

Retention!

+12%from 6 Months Ago

Annual15- Month Retention Rate

Source: The Washington Post – Digital Subscribers Database

Fostering Engagement

Source: 2017 Reuters Institute Digital News Report

Retention!

CONSTANTLY EXPERIMENT WITH NEW SITE FEATURES, LIKE SOCIAL SHARE BARS ON U.S. PAGES

•  In 2017, sharing on social media increased by (8%) in the U.S. but slightly declined elsewhere

Questions