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The Atlantic's Nicholas Thompson on milestones, paywalls, and setting future goals
The Publisher Podcast by Media Voices
Strategies for Subscriber Retention and Churn Reduction in News Organization
Retention in news organizations is a top concern due to the need to maintain and grow subscriber numbers. Retention becomes more critical as the subscriber base expands, impacting churn rates and the constant need to bring in new subscribers. Running tests to improve retention involves short-term decisions with uncertain long-term implications, particularly in understanding the retention rates of trial subscriptions versus same-day starts. The challenge lies in predicting churn rates in the second year of subscriptions or evaluating the impact of aggressive paid marketing on churn. To mitigate churn, news organizations focus on analyzing user actions to identify factors associated with reduced churn such as signing up for newsletters, reading multiple stories, exploring different content categories, and engaging with the app. The strategy involves leveraging these factors to develop products, implement nudges, and optimize variables to enhance subscriber retention.
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