Known as Norway’s quality national daily, Schibsted-owned Aftenposten’s revenues are today highly dependent on reader revenues, so ensuring they retain as many paying subscribers as possible is vital for them.
They currently have around 150,000 paying digital-only subscribers, a sizeable figure in a country that has just over 5.4 million people.
Priced at around the equivalent of 27 euros a month (or about 325 euros a year), Aftenposten is fairly pricey.
“So it’s really, really important for us to find ways to engage people on other platforms and get them back to us and use the product,” Schibsted’s Sidney Glastad told participants at WAN-IFRA’s recent Digital Media Europe conference, which took place at Schibsted’s headquarters in Oslo.
Sharing is caring (and also helpful for retaining)
The publisher continually experiments with various features to retain users and Glastad, who is in charge of growth and target groups, discussed some of the things they have found to be most successful.
For example, Aftenposten gives subscribers the ability to share their digital subscription with someone else, and in fact, they strongly encourage this practice. Why? For one thing, it helps users to see extra value in their subscription. For another, it’s a powerful force in retention. If a reader goes to cancel their subscription, the first screen in the cancellation process shows the name of the person they share their subscription with and asks the user if they are sure they …
Keen to read more? This content is exclusively available to our WAN-IFRA Members. If you believe your company is already a member, or you’d like to join in a personal capacity, please contact email@example.com If you’re a media journalist please reach out to firstname.lastname@example.org
The post Norway’s Aftenposten looks to build retention through features, habits appeared first on WAN-IFRA.
- Women still missing from the top table in media – fixing this could change your prospects
- Women in News research confirms extent of gender gap at top levels of media
- Newsprint: Washington Post launches interactive ‘year in news’ feature
- How The New York Times is growing subscription products beyond news
- World’s press concerned for journalist safety as protests continue in China
- Women still missing from the top table in media – fixing this could change your prospects 2. decembra 2022
- Women in News research confirms extent of gender gap at top levels of media 2. decembra 2022
- Newsprint: Washington Post launches interactive ‘year in news’ feature 1. decembra 2022
- How The New York Times is growing subscription products beyond news 29. novembra 2022
- World’s press concerned for journalist safety as protests continue in China 29. novembra 2022