How Publishers are leveraging Subscription Services to provide Curated Offerings that drive Revenue
Publishers and content owners are exploring the use of paywalls and membership systems to elevate their reader experiences. Some platforms are using qualitative and quantitative customer data to deliver highly personalized offerings to enhance the content discovery process and elevate the user experience.
Scandinavian publisher Aller Media is testing a personalized paywall that uses its own algorithm to show subscribers personalized content. The algorithm is based on four factors: how recently the content was posted, collaborative filtering (or, what similar audience profiles are reading), impressions (how many times an article was served but not clicked on), and how many times an article converted readers to subscribers. Tests resulted in a significant increase in getting readers to subscribe, especially to one-month and three-month subscriptions (the publisher also offers weeklong and annual subscriptions).
Additionally publishing platform Taylor &Francis is using AI to personalize content and enrich customers’ online experiences. Online users of taylorfrancis.com are being shown recommendations of additional, highly relevant content based on what they are already reading. This work was developed in partnership with AI technology provider UNSILO and will enable users to discover more easily new research.
Across a number of posts, we’ll be sharing insights about the strategic and technical implementation of a subscription system. Contact the Wallkit team at site if you’d like a PSFK report that looks at new ways that publishers are offering their readers exclusive access to original content, partner services, community platforms and beyond, to enhance the product or brand experience and create recurring revenue and engagement opportunities.
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