This slide talks about the various creative ways media companies and publishers can acquire, nurture and retain customers as well as assemble a best of breed marketing platform for stimulating growth. These slides were first presented at the Zuora subscribed conference in SFO on 12th April 2016

1. The battle for consumer attention
An insight into the various ways The Economist wishes to
attract new consumers, nurture and retain them
Subrata Mukherjee
VP Product Management, The Economist

2. Acquire
and attract diverse global customers
page
02
Dynamic pay wall for
regions & specific segments
Free trial to attract readers
on the fence
Reward social sharing &
commenting with more free content
Unique bundles by mixing content
(articles, country reports, info graphics)
from different publications / platforms
Regional payments to attract
emerging markets subscribers
Foreign language offer & landing
pages to attract more eyeballs globally
Encourage Print and not
disown it as part of a content
anywhere strategy
Unique triggers such as
browsers encountering Ad blockers
for entry level subscriptions

3. Nurture
current customers and extract more value
page
03
Freemium offerings for free trial
readers, such as Elections product
Personalized Content alert to
subscribers where engagement has
dropped with possible churn threat
Cross sell complementary
content, products and conferences
Mid term upgrades to
encourage activity in other platforms
Membership clubs to encourage
loyalty to become brand ambassadors
My Economist content hub to allow
for personalized content without violating
editorial philosophy
Smooth customer service
encouraging chat, email, phone as
part of multi channel contact strategy
Encourage gift giving during
holidays and to students at members
only offers

4. Retain
current customers and increase loyalty
page
04
Win-back offerings for recently
expired subscriptions
Membership drives to
subscribers for exclusive benefits as
part of upsell during renewals
Co-branded offers with airline
companies to use air-miles points
Special loyalty drives to provide
special offers for long term extensions
& renewals
Targeted renewal offers to
encourage early renewal efforts
Encourage one-click renewal
without multiple & cumbersome steps
Extra tiered discounts for
uninterrupted subscriptions for 5+,
7+ or 10+ year periods
Encourage extensions during
general customer service actions such
as address change, vacation hold etc

5. Best of breed
platforms for business growth
page
05
Master Data source
Segmentation tool
Customer Service tool
Call center scripts
Knowledge center
In-bound Call center
Outbound telemarketing
Agent & offline order processing
Label run management
Distribution management
Letter shop mail processing
Sales Management tool
Journey Builder tool
Template building tool
Buyer flows
My Account portal
Registration / activation pages
Paywall & Regwall tool
Personalized paywalls
A/B & Multivariate testing
Order metrics & tracking
Email delivery tool
Transactional emails
Renewal emails
Newsletter personalization tool
Push notification tool
Data cleansing & de-duping
Address & email verification
Circulation Reporting
Business intelligence
ABC reporting
Metrics
Revenue & Sales Forecasting
Subscription management
Credit / debit card processing
Alternate / regional payments
Earned & Deferred revenue
Taxation and VAT
Cash management
Month / Qtr / Yr end closing
Cloud infrastructure
Integration hub
Canonical model
Login & Single signon
Entitlements management

6. Questions?
How can we help you succeed in your journeys