Media Voices Conversations: Modelling Subscription Success

Direct reader revenue is back on top of publishers’ priorities, as re-igniting the relationship with an audience is seen as the single best guarantee of a sustainable media business model. At the same time, publishers’ strategies around subscriber acquisition and retention are maturing, and the sophistication of subscription tools is increasing enormously. There is a surfeit of choice of strategy for publishers looking to capitalise on increasing consumer propensity to pay, and while there are some standout successes in the subscription market it is still far from an easy process to convince consumers to pay. In this special Conversations episode of Media Voices, Chris is joined by Michael Silberman, SVP of Strategy at Piano, and Katie Vanneck Smith, co-founder of slow journalism outlet Tortoise. The trio discusses everything from how publishers and partners can model propensity to pay, the difference between membership and subscription strategies, and best practice around user data. This episode of Media Voices is sponsored by Piano, a platform dedicated to helping publishers develop and grow their direct reader revenue strategies. Piano believes there will always be a demand for words and scenes that make a difference, whether that’s through hard-hitting journalism or emotive articles that resonate with audiences, and is passionate about helping media businesses grow the revenue required to produce it. Find out more at piano.io.