Q: How can newstrade and subscriptions teams work better together?
A: This is more important than ever and getting your team’s buy-in is essential. Yes, the newstrade is in decline, but let’s focus on the positive. How can we use the newstrade to not only sell our magazines, but as a powerful marketing platform to promote subscriptions, newsletters, webinars, events, and more? To make the most of this, departments must work collaboratively for the best possible outcome for both customer and the publisher. Communication is key, share insights, successes, and results. When teams see results, it makes it all worthwhile.
Q: In the subs field, what are the trends with regards to print vs digital subscriptions?
A: Print or digital, I believe it’s all about your content. The format shouldn’t dictate the price, it’s what the customer is reading that’s important to them, and they will pay for the content they value in the format they prefer. Of course, digital is more profitable, and is becoming increasingly popular, thanks to its convenience, but also the importance of having a fully searchable digital archive goes a long way. If you have evergreen content, make the most of it. There are many digital platforms available that make it easy to create a digital library, that you can package and sell to your audience. Don’t sell yourself short though. Whether it’s railway modelling, textile art, or family ancestry, there’s a niche and a dedicated audience for every subject.
We’re talking more and more about community, and a sense of belonging that comes with it. Membership offers the perfect platform to offer just that. Increasingly, publishers are introducing membership models, with print offered as a premium membership. By packaging your membership, with added value, including things like subscriber-only newsletters, exclusive content, priority event tickets etc, you’re not just selling content, you’re building loyalty.
Q: What does a rounded circulation strategy look like?
A: It’s all about bringing the pieces together, combining all elements, and understanding the impact each of them has on each other. Take a step back and look at the bigger picture. Avoid a siloed approach and instead look for ways to connect the dots and maximise your impact.
Start with your newstrade copies; how can you get the most from each sale? For example, to drive subscriptions, membership, encourage newsletter sign up, or raise awareness of webinars and events — every touchpoint is a chance to achieve more. But you continually need to review and build on each area. For example, once someone subscribes, what’s next? Could they upgrade to a premium subscription? Join your membership programme? Attend a webinar or in-person event? The same applies across all touchpoints, from newsletters to digital content to forums and events. By thinking about your ‘total circulation’, and making every part of the journey count, you’ll unlock greater value for both your audience and your business.
Q: When looking at circulation in the round, what are the key metrics to keep an eye on?
A: Data is key. Sales efficiencies in the newstrade can help increase your profitability, but that’s just one piece of the puzzle. Customer reach (exposure) is important. How many people have their eyes on your brand across channels like social media, newsletters, events, and webinars? More importantly, what are you doing with this? Every interaction has an opportunity to build upon. Understanding customer lifetime value (LTV) is an especially important factor too. Are your trial subscriptions really working? And if so, how long are those customers staying? Measuring real impact, not just initial uptake, will help you refine your focus.
Q: What are some of the most common mistakes made when taking a siloed approach to circulation?
A: Missed opportunities! You need to look at each area and how you can benefit from it. Better sales, improved reach, more profit. No stone unturned.
Q: What are the best routes to circulation growth?
A: It depends on what you’re trying to achieve. Right now, our focus isn’t on growth, it’s on profitability, and that starts from the newstrade up. We’re tightening our sales efficiencies, reducing print runs but still making the numbers work. Premium priced models in the newstrade are delivering some great results, but it takes hard work and expertise to achieve increased grocery listings, which in turn provides increased sales and reach.
When it comes to subscriptions, memberships, and digital, know your worth! Offer excellent value for money, but don’t undersell yourself. Look to enhance your offering to appeal to more people and back it up with targeted social media and newsletter campaigns to bring the right people in.
Events, webinars and podcasts are becoming increasingly popular, and it all comes back to providing that community feel, hosting events with like minded people, talking about content they love.
Q: What's in the pipeline from Warners Circulation Solutions?
A: We’re constantly reviewing our offering to ensure we can deliver the best possible service to our clients. Audio and video continues to grow and the demand for new experiences. We’ve recently introduced the ability to accept payments in foreign currencies, a key step for expanding our reach in overseas markets. We can’t sit still; publishing is changing all the time. While there’s so much hype surrounding AI, it’s important to remember AI doesn’t replace a genuine human connection, and that’s exactly what we’re focused on providing.
About us
For over 35 years, Warners Group Publications has been delivering an effective bespoke ‘Total Circulation’ service to support specialist and independent publishers dealing with the challenges posed by the industry.
We recognise the importance of a strategy that brings all the circulation channels together, ‘Total Circulation’. The best results are obtained when newstrade, subscription and digital edition strategies are interlinked, utilising the strengths of each to support your customers’ experience, engagement and retention.
We provide services across all the main circulation revenue streams so can support publishers with an integrated approach across newstrade distribution, subscription and membership management, digital editions and marketing, fulfilment, print, production, advertising services and more.
Email: natalie.smith@warnersgroup.co.uk
Mob: 07720 739674
LinkedIn: www.linkedin.com/in/natalie-s-1a6746121
