Quality. Habit. Loyalty. A sustainable business model for - - PowerPoint PPT Presentation

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Nov 30, 2023 344 likes •581 views

Quality. Habit. Loyalty. A sustainable business model for journalism. Data-informed, Experiment driven, Journalism-focused Growth Strategies Martin Jnsson, Head of Editorial Development, Dagens Nyheter/Bonnier News INMA Subscriptions Summit,

SLIDE 1

Quality. Habit.

Loyalty.

A sustainable business model for journalism.

Data-informed, Experiment driven, Journalism-focused Growth Strategies Martin Jönsson, Head of Editorial Development, Dagens Nyheter/Bonnier News INMA Subscriptions Summit, New York, Feb 27 2020

SLIDE 2

This is Bonnier News

4 500 employees
2 000 journalists
Revenue: 920 m

USD

1,3 m subscribers
36 m pv/vv daily

SLIDE 3

Business press: Growing total number of subscribers

SLIDE 4

Local: HD/Sydsvenskan growth 2019

SLIDE 5

Tabloid : From 0 to 70 000 in a year

SLIDE 6

SLIDE 7

DN:s digital transformation

2015-2019 +26% total subscribers 2017-2019 +182% digital only subscribers

SLIDE 8

Digital subscriber effect on earnings

Reader revenue 2019: 72 % of total revenue Growth in reader revenue operations (revenue growth + lower costs) = 60% of EBITA 2019

SLIDE 9

4 stages of growth

READER REVENUE

Acquisition
Anti-churn
Lower costs
Integration & upsell

EDITORIAL

Paid content & conversion
Optimization/work flow
Engagement
Habit
DIGITAL QUALITY BUILDS DIGITAL LOYALTY

SLIDE 10

10 things we (may) do differently

SLIDE 11

We plan and publish as if print did not exist

Optimize publication times for each individual story
Total make-over of newsroom culture, to mobile first
Strong focus on habit-forming and loyalty
Major shift in audience, grow in new market areas,
75 % of page views on mobile, 82 % direct traffic

SLIDE 12

We never show that we have a paywall

The paywall changes over time and between individuals
Talk about value, not borders
We show what you get as a subscriber

SLIDE 13

We don’t have a paywall. We have many.

We developed a ”dynamic, data-infused, hybrid paywall

solution”

Our metered & premium models = 35-40 % of all

conversions

Our dashboard model (puts high-performing content behind

a paywall after 3-4 hours) = 60-65 %

SLIDE 14

We have no fixed prices.

Offer packages based on propensity to pay
Optimize life time net value (margins)
Do ridiculous amounts of A/B-testing
Offer upsells/change of payment method directly at

first sell

Use product innovation to upsell
Use give away-flow to reward loyal subscribers

SLIDE 15

Our editor-in-chief is also our CMO

Truly cross functional organisation
Agile processes links newsroom, analytics, developers and reader

revenue staff and fosters faster innovation

First meeting of the day: yesterday’s conversions & churn
Newsroom focus on engagement, habit & loyalty

SLIDE 16

We have cancelled most external campaigns

Telemarketing down from 40 % to 3 % in three years
Cut down drastically on social media marketing
Only use in-house agency and mostly our own channels or

crossselling within the Bonnier News ecosystem

SLIDE 17

Our ads and reader revenue departments work together

Yeah. Really!
Offer free trial periods to customers to large advertisers
Conversions rate up to 20 %. And cost-free marketing.
Create integrated deals

SLIDE 18

We have shitloads of dashboards.

And everyone uses them.

Data informed, not data driven
Total transparency around data
Focus on quality metrics: total reading time, active days, the

number of articles read per logged in user

SLIDE 19

We don't believe in algorithms & personalization

(Almost true, actually)
Editored packaging increases reader engagement
Focus on prolonging the shelf life of great stories: repackaging

for discovery

Strong reader views on personal integrity

SLIDE 20

And yeah, we just bought our own train

Uppselling in new market areas
”Journalism on rail”
Innovate in 360 degrees

SLIDE 21

Some final words on churn

SLIDE 22

Thank you!

martin.jonsson@dn.se