The Next Wave of Subscription Business
Schibsted Media Consumer Business
Tor JacobsenMay 2019
The Next Wave of Subscription Business
Schibsted News Media Consumer Business
Tor Jacobsen9 May 2019
2
Intro om Consumer Business ● More than 20 brands in SWE and NO
● 3,9 billion nok in revenue
● 725 mnok in purely digital revenue
● 1,3 million subscriptions
● 800 000 digital subscriptions
Consumer Business
Consumer Business in Schibsted Media
SUBSCRIPTION:
An increasingly attractive business model
30% 26%18%
12%
11%
11%
8% 16%
15%
14%
7%
Norway and Sweden are one of the most attractive markets in terms of share of people that
have paid for online news the last year
6%
We have more than 700 000 digital-only subscribersfor our 7 core brands
**
Number of subscribers for seven core brands in Norway and Sweden 2013-2018(Aftenposten, Bergens Tidende, Stavanger Aftenblad, Fædrelandsvennen, VG,
Svenska Dagbladet og Aftonbladet)
Our business model has shifted: We are more and more a consumer driven company
**( )
1 billion NOK in purely digital revenues in 2020
THE AMBITION
→ 2014
How to monetize journalism?
2015-2017
Sales/volume strategy. Being data driven.
2018-2020
Get people to stay. ARPU, user and customer focus.
The subscription business has gone through various phases
GROWTH
Grow revenues and
number of paying users
VALUE PROPOSITION
Strengthen the customer
value proposition through
editorial, business and
product development
ENGAGEMENT
Increase engagement,
strengthen user habits and
customer loyalty
COLLABORATION
Create a collaborative, high
performing, innovative and
data informed consumer
business team
Main objectives for continuous growth
Strengthen the value proposition
The right content - We are experimenting with live events
New differentiated digital offers: From 1 to 3 digital products in Bergens Tidende
Digital
✓ To digitale brukere
✓ Alt innhold på bt.no
✓ BT Fordel
✓ Eavis hver dag
✓ Alt innhold på Sysla
From 2013 -29.01.2019
From30.01.2019
229 NOK / month 279 NOK / month 329 NOK / month
199 NOK / month
New digital up sale products:Aftenposten Friday feature print
magazine to digital subscribers for 99 NOK per month.
New income sources - Strengthening loyalty and revenue
From sales to lasting relationshipsWe have spent 3-4 years on learning how to sell and “harvest” sleeping potential for
growth. Going forward we need to change our mindset.
… to a trigger based onboardingFrom a simple ...
Day 1 Day 30
Choose your onboarding buddy
Customized emails based on your choice of buddy
Customized in-product communication based on your choice and product
Customized content based on the subscribers digital behavior
Newsroom onboarding buddy: New subscribers can choose one of our editors or journalists as a guide through the onboarding period
19
Touchpoints: The right message to the right user
at the right time
Antistop Winback Holiday redirect
Testing, testing, testing ...
Paywall Design & flow Pricing
A: Control B: DP Bundle A: Control B: Anchoring
Predictive analyticsIdentify who are likely to buy and who are likely to churn, and use this to optimize the business.
Dynamic paywallIdentify which articles that are most likely to convert and put them behind the paywall (and open up if they underperform in conversions).
Improve the decision support at the editorial department, increase conversion and maintain ad inventory.
70%of identified articles non
premium by design 60%
of premium sales came from non premium by
design
The Next Wave of Subscription Business
Schibsted Media Consumer Business
Tor JacobsenMay 2019
Thank you!
