When people can’t read the news they want to, they often turn to alternative sources. This can skew the facts and polarize opinions, leading to harmful divisions. This is a major reason why publishers are turning to subscription models to bring in more revenue and avoid becoming more partisan.
But it is not easy to sway readers to pay. People who subscribe to news sites do so for two reasons above all others: a desire to be informed citizens and the belief that the publication they subscribe to excels at covering topics about which they are most interested.
Many news brands struggle to find ways to appeal to these subscribers and make them feel valued as a reader. Whether that’s a personalized newsletter or special offers on specific events, it’s crucial for them to offer the right value proposition and build loyalty.
Moreover, the way in which news is presented and promoted can also play a key role. It’s important to be transparent about how journalism is conducted and be brutally honest with audiences about unconscious biases in the newsroom, which can undermine credibility and trust.
Finally, a cumbersome subscription process can turn people away from committing to the brand. According to a 2023 study by INMA Benchmarks, the median checkout flow efficiency rate on news sites stands at 18%, which is below the average of 30% for e-commerce sites. This is a missed opportunity to showcase the unique benefits of subscription and drive conversion.