Marketing Paywalls Phil Clark, UBM, 23d February
• Executing the switch from free to restricted: messaging, campaigns• Beyond traditional marketing: new skills and techniques for conversion• How does a paywall impact your brand?
The process • FT-style • Rehaul Data • Reg barrier paywall Paid Product sitescapture • Fresh data • Convert • On/offline prods
How to market a negative?• Be upfront• Be crystal clear on how it works• Concentrate on existing customers• Be responsive• Use your brand ambassadors - editors
BD online is changing24 September 2010“…. We’re not under any illusions of the size of this challenge, but it’s because we value our readers that from today we also have to put a value on what we do too.”38 comments, including:“heres one more loyal reader doesnt think the explanation stacks up, really...”“BD for me has always been a must read, and unless it changes radically will continue to be so. good luck!”
Brand impact• Niche products don’t lose much• Strengthens brand values – what matters to the audience. Sign of confidence• Focus on WHO you are reaching as much as how many• We need new metrics….
Weekly Audience Measure• Reflects our shift from print only brands to ones multi channels• Measuring both quantity AND quality of audience• To accurately measure:o Engaged users – those that regularly read the magazine or visit our websiteso Super-users – those on both print + onlineo Demographics and seniority – full breakdowns of who our readership is