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#COVID19 is “the most important single moment in the history of the digital subscription industry.”
That's what we heard from Accelerator publishers around the world.
https://www.facebook.com/journalismproject/programs/accelerator/coronavirus-changing-reader-support #localnews @HeyTimGriggs
That's what we heard from Accelerator publishers around the world.
https://www.facebook.com/journalismproject/programs/accelerator/coronavirus-changing-reader-support #localnews @HeyTimGriggs
What does that mean?
Digital reader support has doubled on a month-over-month basis, on average, among Accelerator publishers.
Top performers are up 400% (!), mostly by keeping their free sampling rules from pre-COVID.
Digital reader support has doubled on a month-over-month basis, on average, among Accelerator publishers. Top performers are up 400% (!), mostly by keeping their free sampling rules from pre-COVID.
The strongest publishers have generated well over 100K newsletter subs / new registrants in just a few weeks. Even small pubs are seeing 50K+.
Current subscribers are reading like crazy, with visits up 50-75% for paying readers at some large publishers.
What separates the best from the rest?
Being direct, honest and empathetic with readers about this moment are seeing previously unthinkable levels of support from local communities.
Here's one example from @dailymemphian editor @ronnieramos: https://preview.mailerlite.com/d4n4k1/1397039705266066489/q9f2/
Being direct, honest and empathetic with readers about this moment are seeing previously unthinkable levels of support from local communities.
Here's one example from @dailymemphian editor @ronnieramos: https://preview.mailerlite.com/d4n4k1/1397039705266066489/q9f2/
We are seeing publishers get into fundraisers (many for-profits for the first time ever) with smashing success.
@NOLAnews saved 200 days (!!!) of journalism time through their fundraising.
@LocalMediaAssoc is making this possible for TONS of news orgs: https://www.localmedia.org/covid-19-local-news-fund-learn-more/
@NOLAnews saved 200 days (!!!) of journalism time through their fundraising.
@LocalMediaAssoc is making this possible for TONS of news orgs: https://www.localmedia.org/covid-19-local-news-fund-learn-more/
One excellent example from a larger paper: @dallasnews' #meterednotpaywalled strategy + pick-your-price offer = 150K+ newsletter subs and 225% month-over-month digital subs growth. 
And in New Zealand, membership-driven @TheSpinoffTV continued its incredible growth:
Total new recurring members in March: 2,600+.
--> +80% its overall recurring membership
--> eleven times higher than its prior month.
Total new recurring members in March: 2,600+.
--> +80% its overall recurring membership
--> eleven times higher than its prior month.
The Facebook Local News Accelerator surveyed its publishers in the US, Canada and Australia-New Zealand for how #COVID19 was impacting their digital subscription business.
This builds on what other researchers like @INMAorg and @matherecon have found. https://twitter.com/INMAorg/status/1247948620000878592
This builds on what other researchers like @INMAorg and @matherecon have found. https://twitter.com/INMAorg/status/1247948620000878592
Are we focusing too much on subscriptions?
We think that's the pathway to a sustainable strategy of "reader support" at many news organizations today -- but thinking beyond a recurring credit card payment will be key to retaining this surge long-term. https://twitter.com/DW_Grant/status/1248224900764008448
We think that's the pathway to a sustainable strategy of "reader support" at many news organizations today -- but thinking beyond a recurring credit card payment will be key to retaining this surge long-term. https://twitter.com/DW_Grant/status/1248224900764008448
Thank you to our brilliant coaching team of @HeyTimGriggs, @lynnebrennen, @rctuck1224, @dorkhomer, @rap0713 for their insight on this report.
If you want to get in touch with us or any of these publishers, details are in the link: https://www.facebook.com/journalismproject/programs/accelerator/coronavirus-changing-reader-support
