Subscriber Acquisition
The ‘Subscriber Acquisition’ report has been compiled by InPublishing Editor James Evelegh, based on in-depth questionnaires completed by leading suppliers to the publishing sector and from senior subs specialists at UK publishing companies. (The report was first published as part of a sponsored special feature in the September / October 2023 issue of InPublishing magazine.)
It is divided into four sections:
- The big picture (split into: ‘The key trends’, ‘What should publishers be focusing on?’, ‘Lessons from other industries’, ‘Subscription vs Membership’, ‘How to balance CPA and LTV’.)
- Key stages (split into: ‘Replenishing & maintaining the prospect pool’, ‘Moving prospects through the sales funnel’, ‘Closing the deal’, ‘Managing your newly won subscriber’.)
- Present & future (split into: ‘Skill set’, ‘Tech configuration’, ‘KPIs’, ‘Coordinating acquisition & retention teams’, ‘Crystal Ball: Subs Acquisition in 2033’.)
- Supplier spotlight (short profiles of the fourteen suppliers who took part)
The following contributed their expertise:
- John Sheehy, chief solutions architect, AdvantageCS
- Tom Mullen, head of B2B client services, Air Business Subscriptions
- Lucy Davis, growth partner, Atlas
- Steve Russell, client services director, Circdata
- Angus Chenevix Trench, managing director, dsb.net
- Blake Pollard, co-founder and CRO, eMagazines
- Lorna Fenimore, senior VP, audience, ePublishing
- Graham Elliott, managing director, Gordon & Gotch Publishing
- Mike Halstead, managing director, HH&S
- Seema Bilimoria, head of acquisitions marketing, Immediate Media
- Jamie Wren, commercial & marketing director, InterMedia
- Sam Shedden, head of customer loyalty, National World Publishing
- Andrew Parkinson, head of client relations, NewsTeam Group
- Madeleine White, head of international, Poool
- Robert Jay, board member, Realfin
- David Coveney, director, Standfirst
- Patrick Lidstone, managing director, The Engine Shed
