Implementing the Retail-Week.com  subscription barrier
Context <ul><li>Retail Week: aimed at senior managers in UK multiple retailers and related industries </li></ul><ul><ul><l...
Context <ul><li>Retail-Week.com: 212,000 UU; 763,000 PI (November 2009) </li></ul><ul><li>>50K registered users </li></ul>
Previous website <ul><li>2008: free online access strategy </li></ul>
Previous website <ul><li>2008: free online access strategy </li></ul><ul><li>All magazine content available free online </...
Previous website <ul><li>Free content advantages: </li></ul><ul><ul><li>Rapid growth in traffic and registrations </li></u...
Previous website <ul><li>Free content problems: </li></ul><ul><ul><li>Cannibalisation of  (print) subscriptions </li></ul>...
New strategy: “Brand Subscriptions” <ul><li>Brand Subscriptions </li></ul><ul><li>No longer just a printed magazine... but...
New strategy: “Brand Subscriptions” <ul><li>Brand Subscriptions </li></ul><ul><li>No longer just a printed magazine... but...
“ Brand Subscriptions”: Objectives <ul><li>Give subscribers better value  </li></ul><ul><li>Improve subscription renewal r...
Delivering “Brand Subscriptions” <ul><ul><li>Technical </li></ul></ul><ul><ul><ul><li>New content management system </li><...
Technical changes <ul><li>New CMS rollout: Webvision 3.0 from Abacus Emedia </li></ul><ul><li>Article-level barrier:  Barr...
Activation
Technical: Helping our customers jump over the barrier If you subscribe to but are not registered with the website, please...
Marketing activities
Editorial Changes <ul><li>&quot;This makes it clearer for editors to understand how to marshall content. Once you've got a...
Editorial Changes <ul><li>Few day-to-day changes for editorial process </li></ul><ul><li>SEO remains relevant concern </li...
New KPIs <ul><li>Increase “activations” Encourage cross-media use of the brand </li></ul><ul><li>Retention Increase renewa...
New Digital Products <ul><li>Retail Week Knowledge Bank </li></ul><ul><ul><li>Acquired  Retail Knowledge Bank </li></ul></...
Retail Week Knowledge Bank
Retail Week Knowledge Bank
Retail Week Knowledge Bank
Retail Week Knowledge Bank <ul><li>Retail Week Knowledge Bank </li></ul><ul><ul><li>Acquired Retail Knowledge Bank </li></...
New Products: Other Emap sites
New Products: Other Emap sites
Questions? <ul><li>Martin Stabe </li></ul><ul><li>[email_address] </li></ul><ul><li>Tel.  020 7728 3614 </li></ul><ul><li>...
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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.

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Implementing Emap Brand Subscriptions at Retail Week

  1. 1. Implementing the Retail-Week.com subscription barrier
  2. 2. Context <ul><li>Retail Week: aimed at senior managers in UK multiple retailers and related industries </li></ul><ul><ul><li>96% of our readers are Management, 62% are C-suite. (Source: Survey Monkey March 2009) </li></ul></ul><ul><ul><li>We are read by 97.2% of the top 500 retail companies. (Source: Reader Research Fusion communications June 2004) </li></ul></ul><ul><li>Print circulation: 9,128 (ABC July ’08 - June ’09) </li></ul>
  3. 3. Context <ul><li>Retail-Week.com: 212,000 UU; 763,000 PI (November 2009) </li></ul><ul><li>>50K registered users </li></ul>
  4. 4. Previous website <ul><li>2008: free online access strategy </li></ul>
  5. 5. Previous website <ul><li>2008: free online access strategy </li></ul><ul><li>All magazine content available free online </li></ul>
  6. 6. Previous website <ul><li>Free content advantages: </li></ul><ul><ul><li>Rapid growth in traffic and registrations </li></ul></ul><ul><ul><li>Increased editorial teams’ skill with SEO </li></ul></ul><ul><ul><li>More web-native content (blogging, live reporting, video, social media) </li></ul></ul>
  7. 7. Previous website <ul><li>Free content problems: </li></ul><ul><ul><li>Cannibalisation of (print) subscriptions </li></ul></ul><ul><ul><ul><li>Poor timing: recession led to retail head-office layoffs </li></ul></ul></ul><ul><ul><ul><li>Retail firms cut back on bulk subscriptions to cut costs </li></ul></ul></ul><ul><ul><ul><li>Renewal rates falling </li></ul></ul></ul>
  8. 8. New strategy: “Brand Subscriptions” <ul><li>Brand Subscriptions </li></ul><ul><li>No longer just a printed magazine... but: </li></ul><ul><li>A subscription to all content the brand has to offer: </li></ul><ul><ul><li>printed magazine </li></ul></ul><ul><ul><li>subscriber-only web content </li></ul></ul><ul><ul><li>added-value digital data products (eg Retail Week Knowledge Bank) </li></ul></ul><ul><ul><li>In future, more will be added to the package (mobile access, subscriber-only email services) </li></ul></ul>
  9. 9. New strategy: “Brand Subscriptions” <ul><li>Brand Subscriptions </li></ul><ul><li>No longer just a printed magazine... but: </li></ul><ul><li>A subscription to all content the brand has to offer: </li></ul><ul><ul><li>printed magazine </li></ul></ul><ul><ul><li>subscriber-only web content </li></ul></ul><ul><ul><li>added-value digital data products (eg Retail Week Knowledge Bank) </li></ul></ul><ul><ul><li>In future, more will be added to the package (mobile access, subscriber-only email services) </li></ul></ul>
  10. 10. “ Brand Subscriptions”: Objectives <ul><li>Give subscribers better value </li></ul><ul><li>Improve subscription renewal rates </li></ul><ul><li>Woo back lapsed subscribers </li></ul><ul><li>Increase new acquisition volumes </li></ul>
  11. 11. Delivering “Brand Subscriptions” <ul><ul><li>Technical </li></ul></ul><ul><ul><ul><li>New content management system </li></ul></ul></ul><ul><ul><ul><li>Upgrades to introduce subscription barrier </li></ul></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><ul><li>Raising subscriber awareness and encouraging activation </li></ul></ul></ul><ul><ul><li>Editorial </li></ul></ul><ul><ul><ul><li>Impact on our journalism and editorial processes </li></ul></ul></ul>
  12. 12. Technical changes <ul><li>New CMS rollout: Webvision 3.0 from Abacus Emedia </li></ul><ul><li>Article-level barrier: Barrier can be applied to any article page, not index pages. </li></ul><ul><li>“ Activation”: Linking records in existing subscriber and website registration databases </li></ul><ul><li>Single Sign On: Allows us to extend barrier to other platforms </li></ul>
  13. 13. Activation
  14. 14. 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
  15. 15. Marketing activities
  16. 16. Editorial Changes <ul><li>&quot;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. &quot;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) </li></ul>
  17. 17. Editorial Changes <ul><li>Few day-to-day changes for editorial process </li></ul><ul><li>SEO remains relevant concern </li></ul><ul><li>Less concern about cannibalisation on web-first news </li></ul><ul><li>Observed greater relevance of “most read” stories </li></ul><ul><li>Some brands attempt to avoid revealing full stories in introductions </li></ul><ul><li>Need to integrate updates of data products into editorial workflow </li></ul><ul><ul><li>New metrics: UU/PI no longer ends, but means to conversions </li></ul></ul>
  18. 18. New KPIs <ul><li>Increase “activations” Encourage cross-media use of the brand </li></ul><ul><li>Retention Increase renewal rates </li></ul><ul><li>Acquisition Increase new subscriptions </li></ul><ul><li>Increase subscriber value Introduce new products as subscriber benefits </li></ul>
  19. 19. New Digital Products <ul><li>Retail Week Knowledge Bank </li></ul><ul><ul><li>Acquired Retail Knowledge Bank </li></ul></ul><ul><ul><li>In-house development </li></ul></ul>
  20. 20. Retail Week Knowledge Bank
  21. 21. Retail Week Knowledge Bank
  22. 22. Retail Week Knowledge Bank
  23. 23. Retail Week Knowledge Bank <ul><li>Retail Week Knowledge Bank </li></ul><ul><ul><li>Acquired Retail Knowledge Bank </li></ul></ul><ul><ul><li>In-house development </li></ul></ul><ul><ul><li>Marketing campaign to raise awareness and increase activations </li></ul></ul>
  24. 24. New Products: Other Emap sites
  25. 25. New Products: Other Emap sites
  26. 26. Questions? <ul><li>Martin Stabe </li></ul><ul><li>[email_address] </li></ul><ul><li>Tel. 020 7728 3614 </li></ul><ul><li>Mob. 07799 764576 </li></ul><ul><li>www.martinstabe.com </li></ul><ul><li>Slides available at: www.retail-week.com/sipa </li></ul>
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