Defining a new subscription experience for an industry leader

Following major changes in the publishing industry, one of its biggest players set out to redefine the subscription model. The company had ambitions to lead the market through a new paradigm of publishing content and thereby drive a new model of monetization for the long-term

Lippincott was brought on to reevaluate the subscription offering, how it could be communicated and what the overall experience would be like. Focusing on two specific Titles, we worked together with Oliver Wyman to build a value proposition and monetization model that would shift a consumer mindset around subscription that had been ingrained for decades.

 Ethnographic research with subscribers and non-subscribers uncovered five key territories around which the subscription offering could be built: access, community, convenience, indulgence and discovery. Readers spoke passionately about the emotional benefits they received from their subscriptions, which led to the creation of the final, emotive positioning: “sparking moments of discovery and delight.”

Key communications principles were developed to guide messaging and creative. The new tone of voice focused on signaling the newness of the experience while remaining transparent and consistent across communications. It leveraged the power of the Title itself – ensuring connection between direct marketing, subscription and the magazine.

We designed an ideal consumer experience that drove focus beyond the subscription – prioritizing awareness, offer consideration, value-added tactics and renewal. The journey promoted curiosity and discovery, celebrated the indulgence of subscribing to the new offer and seamlessly and intuitively connected with consumer’s preferences.

Once the experience was mapped, we redesigned the digital and mobile subscription process itself. An interstitial landing page was created to educate potential subscribers about the new offering and ways they could get the most out of their subscription. And a marketing campaign was launched to publicize the new experience and drive trial.

Our tiered subscription model brings discovery and delight to consumer’s fingertips. By offering more platforms, content and extras than ever before, our client realized a 91% increase in click through and a 20% rise in average revenue per user. In addition, we found that those who visited the interstitial landing page (and learned more about the new offer) were more likely to commit to the premium offering.