US newspaper publisher Hearst is using a new online strategy to drive newspaper subscription acquisition in response to soft newsstand sales. While we are not experiencing the same decline in over the counter sales for newspapers here, I would like to see publishers engage with retail only newsagents on a subscription acquisition strategy. This would be preferable to them turning their back on our network altogether.
I have several opportunities for retail-only newsagents and publishers to directly work together on acquiring home delivery subscription customers. Here are some subscription ideas I’d be happy to trial:
- Gift subscriptions
- Seasonal subscriptions – i.e. winter up north
- Changed circumstances subscriptions – less mobility
I note, these thoughts are in addition the ideas I have previously published on driving over the counter sales.