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INMA's Report by @g_piechota on Converting Infrequent Readers into Subscribers PLUS Google's News Revenue Hub

INMA's Report by @g_piechota on Converting Infrequent Readers into Subscribers PLUS Google's News Revenue Hub
Today’s newsletter is about conversion and revenue, which are two major issues that media organisations are grappling with as they pivot to paid content strategies. Up first is INMA’s new report about mining infrequent readers for conversion. The conventional wisdom is that super fans are the easiest to convert, and that is true. But if media businesses are able to expand conversion to more infrequent users, then that definitely increases the pool of potential customers you can tap. But you can’t obviously use the same product and marketing mix for these infrequent users. That’s interesting for sure.
Next up is Google’s next effort to support revenue at news organisations. They are rolling out a news revenue hub, a platform that integrates a number of digital and traditional payment methods with MailChimp and Salesforce. It definitely looks like it will bring some sophisticated CRM functions to a wider range of players.
PLUS how audiences turned to the open web when Facebook and its digital empire went offline on Monday. How a local news company turned to newsletters to gain new subscribers during the pandemic. Goodbye Scroll hello Twitter Blue. The lessons for other media companies from Ozy’s fall.

How news publishers are turning casual, infrequent readers into paying subscribers » Nieman Journalism Lab
This could make it easier to support your favorite newsroom – Poynter
A new way publishers can stay financially sustainable
The full announcement from Google about th News Revenue Hub.
After pandemic layoffs, a local news company seeks subscribers on Substack. - The New York Times
Scroll is shutting down in ‘approximately’ 30 days to become part of Twitter Blue - The Verge
How Ozy fell - Axios
Did you enjoy this issue?
Kevin Anderson, digital product manager

Kevin Anderson - manager, digital products and platforms - @ ideastream (NPR/PBS) with experience on staff and as a leader at BBC, Guardian, and Gannett.

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