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.
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