In the raging battle for audience attention, it’s no longer just a question of competing with other publications, it’s about competing with the likes of Facebook, Hulu and Spotify in the mobile space. In this presentation from Time, Economist, Boston Globe, Denise Warren (Tribune, NYTimes) and Peter Kreisky, you can learn how media companies evolve to compete vigorously alongside pure digital media players. Check out Zuora Academy for more actionable advice for finance, marketing, tech, operations, product, and more. All the info you need to build and run an amazing subscription business: https://www.zuora.com/academy/

1. The Battle for
Audience Attention

2. The Battle for Audience Attention
Subrata Mukherjee
VP Product Management
The Economist
Neil Robinson
Director, Digital
Time Inc. UK
Denise Warren
Fmr Pres Digital, Tribune Pub
Fmr EVP Digital, NYTimes Co.
Moderator
Peter Kreisky
The Kreisky Media Consultancy, LLC
www.kreisky.com
Carey Butler
CTO
The Seattle Times

5. Key Trends
mobile
consumption
social
ad blocking
video native
data

6. How equestrians spend £3.8bn a year on their way of life
Learning &
Self Improvement
Participation
Buy & Sell
Inspired &
Informed
Community &
membership
Buying
horses
£165m
Media
Copy
Sales
£20m
Feed and
bedding
£493m
Horse & rider
equipment &
clothing
£744m
Insurance
£204m
Entry and
affiliation
£403m
Lessons
£337m
Books
£64m
Forums &
social,
attending
events
Vet &
supplem
ents
£316m
Stabling &
accom.
£941m
Transport
£89m
MARKET SEGMENTATION
5k
Pro riders
451k Private horse owners
1.6m ride 1x month or more
3.5m riders in the UK 2010
EQUESTRIANISM IN NUMBERS
Growth in activity, with more riders taking
lessons (63%) and competing in unaffiliated
(59%) and affiliated (41%) competition
H&H average household income of over £62k
H&H readers own on average 3 horses
82% take part in lessons and training

9. The Battle for Audience Attention
Subrata Mukherjee
VP Product Management
The Economist
Neil Robinson
Director, Digital
Time Inc. UK
Denise Warren
Fmr Pres Digital, Tribune Pub
Fmr EVP Digital, NYTimes Co.
Moderator
Peter Kreisky
The Kreisky Media Consultancy, LLC
www.kreisky.com
Carey Butler
CTO
The Seattle Times

10. Acquire
and attract diverse global customers
Dynamic paywall triggers for
regions & other specific segments
Free trial and entry subscriptions to
attract readers on the fence
Free content for rewarding social
sharing & commenting
Unique bundles by mixing content
and services from different publications
Regional payments to attract
emerging markets subscribers
Foreign language offer and landing
pages to attract regional audiences
Encourage Print and not disown it
as part of a content anywhere strategy
Unique paywall triggers such as
browsers encountering Ad blockers for
entry level subscriptions
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11. Nurture
current customers and extract more value
Customer Monitoring for ensuring
customer deriving optimal value
Personalized Content alert to
subscribers where engagement has
dropped with possible churn threat
Cross sell complementary
content, products and conferences
Mid term upgrades to
encourage activity in other platforms
Membership clubs to encourage
loyalty to become brand ambassadors
Content hub allow for personalized
content without violating editorial
philosophy
Smooth customer service
encouraging chat, email, phone as
part of multi channel contact strategy
Members gift giving during
holidays & to students at special prices
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12. Retain
current customers and increase loyalty
Encourage win-back for
recently expired subscriptions or gifts
while communicating with customers
Renewal order upsell such as
Membership clubs as exclusive benefit
Co-branded offers with airline
companies to use air-miles points
Special loyalty drives to provide
special offers for long term extensions
& renewals
Targeted renewal offers to
encourage early renewal efforts
Smooth, one-click Renewal
orders without complicated steps
Extra tiered discounts for
uninterrupted subscriptions for 5+,
7+ or 10+ year periods
Encourage extensions during
general customer service actions such
as address change, vacation hold etc
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13. The Battle for Audience Attention
Subrata Mukherjee
VP Product Management
The Economist
Neil Robinson
Director, Digital
Time Inc. UK
Denise Warren
Fmr Pres Digital, Tribune Pub
Fmr EVP Digital, NYTimes Co.
Moderator
Peter Kreisky
The Kreisky Media Consultancy, LLC
www.kreisky.com
Carey Butler
CTO
The Seattle Times

14. Best of breed
ecosystem
Master
Data
CRM
Ecommerce
Buyer flow, Payments, CMS templates
Access control
Paywall, metering, Entitlements
Economist Website
& Mobile / native AppsCustomer Services
CSR & Self Service
Print
Fulfillment
Business Intelligence
Data Warehouse, Insights & Reports
Communications
Email & push notifications
Subscription Management
Renewals, Revenue Recognition

15. Best of breed
platforms for business growth
Master Data source
Segmentation tool
Customer Service tool
Call center scripts
Knowledge center
In-bound & Outbound telemarketing
Agent & offline order processing
Label run management
Distribution management
Letter shop mail processing
Sales Management tool
Journey Builder tool
Template building tool
Buyer flows
My Account portal
Registration / activation pages
Paywall & Regwall tool
Personalized paywalls
A/B & Multivariate testing
Order metrics & tracking
Transactional emails
Renewal emails
Newsletter personalization tool
Push notification tool
Data cleansing & de-duping
Address & email verification
Circulation & ABC Reporting
Business intelligence
Metrics
Revenue & Sales Forecasting
Subscription management
Credit / debit card processing
Alternate / regional payments
Earned & Deferred revenue
Taxation, VAT, Cash management
Month / Qtr / Yr end closing
Cloud infrastructure
Integration hub
Canonical model
Login & Single signon
Entitlements management
eCommerceCRMCommunication
SubscriptionsAccessctrlFulfilmentBI

16. The Battle for Audience Attention
Subrata Mukherjee
VP Product Management
The Economist
Neil Robinson
Director, Digital
Time Inc. UK
Denise Warren
Fmr Pres Digital, Tribune Pub
Fmr EVP Digital, NYTimes Co.
Moderator
Peter Kreisky
The Kreisky Media Consultancy, LLC
www.kreisky.com
Carey Butler
CTO
The Seattle Times

17. Check out Zuora Academy for more great info and actionable
advice.
All the info you need to build and run
an amazing subscription business.
https://www.zuora.com/academy/