Critical Publisher Benchmarks for Digital Subscription Success
Performance of Newspaper Publishers Across the Subscriber Journey
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October 21, 2019
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Charting a Path to Sustainability: The GNI Subscriptions Lab
In April 2019, the Google News Initiative partnered with FTI Consulting and Local Media Association to launch the GNI Subscriptions Lab, an intensive cohort-based strategy and enablement program for 10 news publishers in the U.S. and Canada. The goal of the Lab is to develop a sustainable and thriving business model for local news — powered by digital subscriptions. Over nine months, participating publishers are benchmarking their digital subscriptions businesses against the Lab cohort and industry, defining short- and long-term strategic roadmaps, and designing and launching optimization experiments. Finding a path forward for digital subscriptions is critical to the future of news publishers in markets large and small.
Ten newspaper publishers were selected to participate in the Lab, representing a cross-section of the local news industry in North America, with a mix of corporate-owned and independent community and metro titles. Participating publishers began at different stages of digital maturity yet shared a commitment to putting subscriptions at the center of their long-term strategic plans.
Methodology
The GNI Subscriptions Lab benchmarking exercise was focused on identifying the core set of key performance indicators (KPIs) that measure the health and maturity of a digital news subscription business. The KPIs spanned the subscriber journey and were selected to give publishers — both in the Lab and throughout the industry — a framework for better understanding their overall performance, identifying gaps to goal performance, and prioritizing optimization efforts.
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting, Inc., its management, its subsidiaries, its affiliates, or its other professionals.
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October 21, 2019
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