People subscribing during coronavirus are less likely to churn.
| New subscribers have been the small bright spot for ravaged publishers. And according to early data from subscription platforms, the people subscribing during coronavirus are less likely to churn. Bloomberg, The New York Times and The Guardian all anecdotally say they are seeing signs of stronger retention rates from subscribers who have signed up since February and March. Read more below. "Even flat churn is impressive, given the big increase in new subscriptions during March," said Michael Silberman, svp of strategy at Piano. For Digiday+ members, the current conditions set up a fascinating future case study into which of the foundations of marketing remained solid during a crisis, and which cracked under pressure. Also for Digiday+ members, the light at the end of the tunnel is pretty far off. Our latest research report takes a deep dive into how publishers have fared over the past quarter. Striking long-term deals guaranteeing increased sales or store visits is hard right now, which could push advertisers seeking such pledges to the scatter market. Most sports media companies are in a downward spiral without live sports, but Bleacher Report has bucked the trend. The publisher believes that live-streams could eventually bolster its first-party proposition to advertisers. Other things to know about We’ll offer insight into what lies ahead for publishers, including mastering subscriptions, making programmatic smarter and balancing revenues at the Digiday Publishing Summit LIVE. See who else is attending and reserve your spot by tomorrow for the best rate on passes. As the majority of the production industry locks down, brand marketers are turning to new workflows and technologies to streamline remote talent searches and tryouts. Sponsored by Backstage. | | |
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