Publishers understand the importance of deepening the audience relationship and that data is key. But the elephant in the room is that more than 80% of your month-to-month audience is effectively unknown, with not enough data to derive anything actionable. This means that a lot of the hyped tech strategies today are essentially just squeezing more juice out of a fifth of your audience. We'll address the real problem for publishing: how to turn this huge unknown audience into a known audience, and how to graduate them into high LTV subscribers.

1. HOW TO GROW YOUR
KNOWN AUDIENCE
AND MAXIMIZE REVENUE

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The average publisher has actionable first party data for less than 20% of their audience
Publishers know little about their audience
Anonymous
Low Data
Actionable
The 80% unknown audience
is the elephant in the room
nobody talks about!
Actionable data allows:
• Direct sales of targeted ads
• Content personalization
• Segmentation and analysis
• Lifecycle marketing

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Publishers are disadvantaged without first party data
The problem of +80% unknown
Advertisers want targeted reach at scale
• But, Google, Facebook, and Ad Networks have all the data
Your team wants tech to drive engagement
• But, ineffective without data, just squeezing more out of the 20%
Your true audience wants your content
• But, the reality of consumption is that it is mostly drive-by
Focus on converting your audience to known, and
making them reachable.

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Page
Views /
Session
%
Repeat
Visitors
Window
Lifetime
Page
Views
1.2 48% One and done Sessions 2.3
2.1 28% Occasional Seeker 2.9
2.2 54% Loyal to another 4.8
2.3 33% Loyal core, majority are not 3.4
2.5 95% Invitation to Inbox 40.8*
For each channel, how many lifetime opportunities to monetize or cross sell into subscription?
Audience Monetization Window
* Includes email opens as page views

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What segment of your audience can you:
1. Reach at a time of your choosing?
2. Control exactly what they see?
3. Monetize off-site?
4. Drive a lifecycle to paid subscriptions
5. Know exactly who they are when they
engage?
Email is an invitation to the inbox, the right to market long term, and
the foundation of all registration and subscription models.
The Email Channel is Unique
Email subscribers are your true, reachable, first party data audience
Search
Social
Refer
Direct
Email

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Revenue performance cascades from top of funnel, starting with list size
Email revenue strategy
List size is strategic because gains here cascade through the entire funnel,
whereas other levels are constrained by performance of previous level.

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Revenue grows faster than list size because new subscribers = higher engagement
List growth is key driver of MRR $
$0K
$50K
$100K
$150K
$200K
0
200K
400K
600K
800K
1.0M
1.2M
1.4M
1.6M
-Q4 -Q3 -Q2 -Q1 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8
Subscriber List Size Subscriber Revenue $MRR
New subscribers have 2X the engagement (opens, clicks) of tenured subscribers,
so revenue grows faster than the list.

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Unknowns will never seek out your subscription form, you need to ask for an invite!
Active CTA 10X more effective vs. passive
An email subscription is an “invitation to the inbox”. Users rarely extend one of
their own volition, but if they like your content, they will be receptive if asked.
10X

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Optimized Call-to-Action for Content Categories
Category-Specific Capture for Unknowns
3X
PeopleFoodPets…
Generic Optimized
Content Categories by Traffic Volume

10. Progressive Capture
10
Especially in B2B, maximize top of funnel contact capture then try to flesh out the user record
Anonymous → Newsletter Subscriber → Qualified
Capture
Email
Database
and/or
CDP
Step 2

11. CONTENT WALLS
11
DRIVING AUDIENCE INTO THE CONVERSION FUNNEL

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$10 CPM
Page View Display Ads
12,000
Page Views =
1 Subscriber
$10/month
Subscription Fee (First Year)
New York Times: “Email subscribers are twice as likely to convert to premium subscriptions”
Just convert 1 in 12,000 page views to a paying subscriber
Could you Double Your Revenue?
Email content distribution and lifecycle
marketing is key to the conversion process.

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What content is walled off?
Wall Types
2. Soft (Metered) Wall
3. Premium Subset
1. Hard Wall
ContentTraffic
4. Hybrid Premium Meter

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The Adaptive Metered Content Wall
Anonymous → Newsletter → Registered User → Paying Subscriber
X # Free
Articles/mo
Metering is the most flexible approach to drive audience “graduation”
Machine Learning is well suited to determining X in
real time, based on traffic channel and user history.
Anonymou
s
Newsletter
Subscribers
Registered
Users
Engaged Users
Paying
Subscribers
3
8
6
Lowest
Hurdle
Highest
Hurdle

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Registration Wall Example
Progressive capture of email for lifecycle campaign, prior to handing off to registration process

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“Guest Pass” Example
Give temporary access to premium content with low hurdle ask for email address

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Content consumption appetite varies by channel, optimize to just below satiated
Optimize Meter to Channels
• FB visitors get 2 articles
before stopping and
asking for email
• Google 1 per week,
“need to know” context
• First time direct not
limited, best experience
• Repeat direct visitors
get standard meter
Newsl
Subscr
Regis
Us
2/day
6
Lowest
Hurdle
1/week
Anonymous
Traffic
Unlimited
3/month
First Time Visit
Repeat Visit

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After a low hurdle CTA, use email to drive conversion
Lifecycle Example
To: joe@gmail.com

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The only enterprise engagement solution specifically for publishers
The PostUp Solution
SERVICES AND
STRATEGY TEAMS
Deliverability
Campaign
Creative
Integration
Analytics
Audience Dev.CONTENT DISTRIBUTION PLATFORM
 CMS Integration
 Editor Workflows
 Automatic Curation
 Personalization
Efficiency and Flexibility at Scale
I N T E G R A T I O N S
AUDIENCE DEVELOPMENT MONETIZATION
Business Outcomes
 Turnkey Ad Revenue
 List as Ad Inventory
 Brand Advertisers
 DFP Integrated
 Premium Subscription Walls
 First Party Data
 Ad Block Mitigation
 Direct Audience Relationship
P A R T N E R S

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For more information,
contact:
Keith Sibson
VP, Product & Marketing
ksibson@postup.com