Subscription Stories: True Tales from the Trenches

Best Practices in Subscription Funnel Management with Ken Houseman, VP, Product at The New York Times

Jan 10, 2024
Ken Houseman, VP of Product at The New York Times, shares his extensive experience in subscription funnel management. He discusses navigating the complexities of freemium models while emphasizing that retention should be the primary focus for subscription leaders. The importance of leveraging data insights for personalized content and strategic pricing can't be overstated. Ken also highlights the valuable interplay between human intuition and AI in shaping subscription strategies, ensuring that consumer behavior is at the forefront of decision-making.
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ADVICE

Balance Quick Wins and Future Plans

  • Balance quick wins with long-term platform flexibility in subscription growth.
  • Avoid building into corners by anticipating future needs yearly in advance.
ADVICE

Focus on Value, Outsource Billing

  • Focus on your unique value proposition when building your subscription product.
  • Outsource non-differentiating components like billing to partners to avoid friction.
ADVICE

Use Data to Optimize Retention

  • Collect and analyze quality data to understand subscriber behaviors deeply.
  • Use data to groom and improve subscription experiences continuously.
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