A long, but good read from a publisher who is still bullish on print.
About page 6, the publisher blames a lot of the circulation drop on federal legislation that allowed people to opt out of telemarketer calls, which were a major source of new newspaper subscription starts.
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4 comments:
I hear what he's saying, but that's a bit of a copout.
If your single best new-business strategy is telemarketing, then there's something wrong with your business plan.
And a 60-percent churn rate means one of two things: 1)Customers are only signing up for the promotional rate and canceling when it expires and/or 2) There isn't enough in the product to keep them wanting more.
Otis:
Good observations....
I have known folks who were serial subscribers. As soon as their "deal" ran out they cancelled and then came back in a few weeks and got the same deal all over again.
For as long as I can remember, newspapers have been devaluing themselves. We place no value on the information we produce and the part we play in the lives of our readers. I used to work in circulation and it made me crazy to see penny a day prices and take the Sunday, get the daily for free. Now that people are being asked to pay $20 per month, they think its too much.
$20 per month for a product that is produced fresh and locally every single day is a great deal.
As far as telemarketing goes, I think we all agree that there has been something seriously wrong with the newspaper business plan for years.
The Flint Journal needs to get those kiosk people out knocking doors a couple days per week, and a crew to go out and collect from all the deadbeats that owe money for past deliveries.
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