A large, gated, subscription-based conservative news outlet
The outlet was looking to increase its paid subscription rates for both broad and narrow audiences and continuously optimized its overlays for each of its Audience segments.
The nature of an audience’s visit to a publisher site changes dramatically per reader – some come with a particular preference in politics or finance, while others showcase a general interest in a variety of topics. For publishers reliant upon subscriptions to drive revenue, this difference should be taken into consideration when encouraging sign-ups. Not tailoring communications is just as ineffective as it is potentially damaging to a reader’s overall experience with a publisher. An individual seeking a publisher out to be their source of news must be treated with care in such a saturated content marketplace.
