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Posts Tagged ‘subscriptions’

How Cosmopolitan Netted 100,000 Paid Digital Subscriptions

Cosmopolitan, the Hearst-owned “Fun Fearless Female” lady mag, told Ad Age today that they reached a significant milestone: to date, the publication has scored 100,000 paid digital subscriptions, a number that’s quite encouraging to other struggling print magazines. So how’d they do it? Check out some of the learnings from Cosmo’s strategy below.

  • Charging more for digital subscriptions than for print: Cosmo offers print-only subscriptions for $15/year, while its digital subscriptions on Zinio and iPad are $19.99/year.
  • Offering digital subscriptions on a host of different devices: Cosmo has been sure to not put all its eggs in one basket. According to Ad Age, they’ve been on Zinio since 2005, but also offer their title in other marketplaces, such as iTunes, Kindle and Nook.
  • No free digital subscription with print subscription: Many magazines offer a free digital subscription if you buy a print subscription. Cosmo has steered away from this strategy, charging customers separately for both.
  • Capitalizing on newsstand success: Cosmo has extremely successful newsstand circulation, reportedly selling 1.5 million copies from newsstands in the last half of 2011 alone. This exposure helps to more easily market their digital strategy.

What do you think of Cosmo‘s digital strategy?

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New York Times‘ New Paywall Vs. WSJ, Newsday

NYT.com paywall coming to a browser near you.

Today, The New York Times announced details of its new paywall, which hits Canada today and everyone else March 28. Print subscribers will get access with their subscription, but for the rest of the online community, perusing the Grey Lady’s content could cost you if you’re a regular reader (i.e. more than 20 stories per month).

There are, of course, workarounds and ways to game a paywall system, and they will be working out the kinks. (This isn’t, after all, NYT.com’s first foray into charging for online access). But on first glance, it appears the NYT is taking a middle of the road approach that will allow the casual reader to surf in and read their content without disruption, while gaining revenue from the daily and heavy readers who stick around. Whether this renewed attempt at a paywall works and actually succeeds at convincing people to change their mood about paying for online content or not will be watched closely as more papers and chains nationwide look for ways to recover their news-producing costs.

Read on to see how this new paywall stacks up to two other large newspapers with paywalls in place, the Wall Street Journal and Newsday.

To see that spreadsheet full size, click here. Or read the same information below.

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