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Implementing Emap Brand Subscriptions at Retail Week
 

Implementing Emap Brand Subscriptions at Retail Week

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Presentation for the SIPA UK Congress about how Retail Week implemented Emap's Brand Subscription strategy.

Presentation for the SIPA UK Congress about how Retail Week implemented Emap's Brand Subscription strategy.

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    Implementing Emap Brand Subscriptions at Retail Week Implementing Emap Brand Subscriptions at Retail Week Presentation Transcript

    • Implementing the Retail-Week.com subscription barrier
    • Context
      • Retail Week: aimed at senior managers in UK multiple retailers and related industries
        • 96% of our readers are Management, 62% are C-suite. (Source: Survey Monkey March 2009)
        • We are read by 97.2% of the top 500 retail companies. (Source: Reader Research Fusion communications June 2004)
      • Print circulation: 9,128 (ABC July ’08 - June ’09)
    • Context
      • Retail-Week.com: 212,000 UU; 763,000 PI (November 2009)
      • >50K registered users
    • Previous website
      • 2008: free online access strategy
    • Previous website
      • 2008: free online access strategy
      • All magazine content available free online
    • Previous website
      • Free content advantages:
        • Rapid growth in traffic and registrations
        • Increased editorial teams’ skill with SEO
        • More web-native content (blogging, live reporting, video, social media)
    • Previous website
      • Free content problems:
        • Cannibalisation of (print) subscriptions
          • Poor timing: recession led to retail head-office layoffs
          • Retail firms cut back on bulk subscriptions to cut costs
          • Renewal rates falling
    • New strategy: “Brand Subscriptions”
      • Brand Subscriptions
      • No longer just a printed magazine... but:
      • A subscription to all content the brand has to offer:
        • printed magazine
        • subscriber-only web content
        • added-value digital data products (eg Retail Week Knowledge Bank)
        • In future, more will be added to the package (mobile access, subscriber-only email services)
    • New strategy: “Brand Subscriptions”
      • Brand Subscriptions
      • No longer just a printed magazine... but:
      • A subscription to all content the brand has to offer:
        • printed magazine
        • subscriber-only web content
        • added-value digital data products (eg Retail Week Knowledge Bank)
        • In future, more will be added to the package (mobile access, subscriber-only email services)
    • “ Brand Subscriptions”: Objectives
      • Give subscribers better value
      • Improve subscription renewal rates
      • Woo back lapsed subscribers
      • Increase new acquisition volumes
    • Delivering “Brand Subscriptions”
        • Technical
          • New content management system
          • Upgrades to introduce subscription barrier
        • Marketing
          • Raising subscriber awareness and encouraging activation
        • Editorial
          • Impact on our journalism and editorial processes
    • Technical changes
      • New CMS rollout: Webvision 3.0 from Abacus Emedia
      • Article-level barrier: Barrier can be applied to any article page, not index pages.
      • “ Activation”: Linking records in existing subscriber and website registration databases
      • Single Sign On: Allows us to extend barrier to other platforms
    • Activation
    • Technical: Helping our customers jump over the barrier If you subscribe to but are not registered with the website, please register for free here If you don’t subscribe, please subscribe here 1 2 3 If you subscribe and are registered with brand website please activate or login here 4 If you’re lost, contact customer services
    • Marketing activities
    • Editorial Changes
      • "This makes it clearer for editors to understand how to marshall content. Once you've got a free-to-air environment and and hard copy environment it's quite complex, maybe even impossible to know how to treat the two surfaces from an editorial point of view. "We're moving much more to continuous publishing and a much easier relationship between the different media. It's a much less confused, contrary picture now.” (Emap CEO David Gilbertson in Press Gazette, March 2010)
    • Editorial Changes
      • Few day-to-day changes for editorial process
      • SEO remains relevant concern
      • Less concern about cannibalisation on web-first news
      • Observed greater relevance of “most read” stories
      • Some brands attempt to avoid revealing full stories in introductions
      • Need to integrate updates of data products into editorial workflow
        • New metrics: UU/PI no longer ends, but means to conversions
    • New KPIs
      • Increase “activations” Encourage cross-media use of the brand
      • Retention Increase renewal rates
      • Acquisition Increase new subscriptions
      • Increase subscriber value Introduce new products as subscriber benefits
    • New Digital Products
      • Retail Week Knowledge Bank
        • Acquired Retail Knowledge Bank
        • In-house development
    • Retail Week Knowledge Bank
    • Retail Week Knowledge Bank
    • Retail Week Knowledge Bank
    • Retail Week Knowledge Bank
      • Retail Week Knowledge Bank
        • Acquired Retail Knowledge Bank
        • In-house development
        • Marketing campaign to raise awareness and increase activations
    • New Products: Other Emap sites
    • New Products: Other Emap sites
    • Questions?
      • Martin Stabe
      • [email_address]
      • Tel. 020 7728 3614
      • Mob. 07799 764576
      • www.martinstabe.com
      • Slides available at: www.retail-week.com/sipa