Chartbeat’s 2019 lessons for publishers who want more subscribers

On target, by viZZZual.com, from Flickr, Some Rights Reserved

Occasionally there is an article that really stands out from all of the other media business intelligence, and today, the top story in my media newsletter today is one to bookmark. Nancy Lee, a senior product manager with Chartbeat, summarises 400 hours of research the analytics company did on subscriptions.

There is so much in this post and so many times that I was agreeing violently, but I’ll just highlight some of the points that really stood out for me.

  • Publishers’ infrastructure is still focused on advertising-led businesses and have not kept pace with the shift to reader revenue.
  • Email is still a neglected and overlooked channel for many publishers. “The energy behind email’s return is that it remains the most cost efficient way to test conversion and retention strategies. There’s little risk and plenty of reward for readers to opt-in to newsletters and other distribution lists.”
  • The point that really leapt out at me was how editorial thinking and content strategy are now being married to product thinking. And they touch on the cultural issues that can arise in that shift in thinking. That’s an entire article on its own.

This post is a great conversation starter, and it’s so economical in its communication. I will definitely be using it when we have some of these conversations in my shop.

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