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 to drive a new model of monetization for the long term.
Lippincott was brought on to innovate the subscription offering for two of the powerhouse’s leading magazine titles, reimagining how the subscription would be communicated and what the overall user experience would be like. Working together with our colleagues at Oliver Wyman, we built a value proposition and monetization model to shift a consumer mind-set around magazine subscriptions that had been ingrained for decades.
Ethnographic research with both subscribers and nonsubscribers uncovered new areas 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. Yet the experience did nothing to communicate these benefits or strengthen the connection subscribers had to the titles.
Celebrating the indulgence of subscription
We designed an ideal customer experience that prioritized awareness, offer consideration, value-added tactics and renewal. Our new customer journey promoted curiosity and discovery, celebrated the indulgence of subscribing to the new offer, and seamlessly and intuitively connected with subscriber’s preferences.
Once the experience was mapped, we redesigned the digital and mobile subscription process itself. We created a landing page to educate potential subscribers on the new offering and how they could get the most out of their subscriptions. This was coupled with a marketing campaign that publicized the new experience and drove uptake.
Our tiered subscription model brings discovery and delight to subscriber’s fingertips. By offering more platforms, content and extras than ever before, our client realized a 91 percent increase in click-through and a 20 percent rise in average revenue per user. Those who visited our landing page (and learned more about the new offer) were also more likely to commit to the premium offering.