Here’s how Aftenposten increased digital sales with 259 % and subscribers with 69 % by moving from a meter to a hybrid pay model.
This is the story about how Aftenposten went hybrid November 2013 Aftenposten launched a paid content model as one of the first newspapers in Norway. The model was a pure meter model, giving the reader access to eight articles a week before hitting the paywall. At the launch Aftenposten offered three subscription products, Digital, Weekend and Complete. All subscritions include full access to all digital content.
DIGITAL
WEEKEND PRINT +DIGITAL
FULL WEEK PRINT +DIGITAL
When launching 50 % prosent of the total subscription base logged in and started using the digital products, and Aftenposten got 10 000 new pure digital subscribers. After a while however, the digital subscription circulation stopped rising and evened out on a level of 9 % of the total subscription base. Aftenposten needed more speed, and four major challenges were defined to speed up.
Defining the challenges The most significant challenges were:
1. Very few readers hit the paywall 2. Need for more sales posters 3. Show of advantages of subscribing 4. Show of digital content
These readers were predominantly nonsubscribers, and had not bought a subscription.
100%
Share of users
A small share of users red a lot of articles.
No. of articles read by each user
Challenge # 2 – make room for more sales posters Aftenposten is more and more driven by user revenue but the digital revenue was not increasing at the same level as the decrease in ad revenue.
70% 60%
50% 40%
Ad revenue
30%
User revenue
20% 10% 0%
2 010
User revenue
2 011
2 012
2 013
2 014
2015b
Ad revenue
Challenge # 3 – show value of subscribing When only 9 % of the readers hit the paywall and reading from social media was outside the article cound, content seemed free of charge for most readers. They simply did not see a reason to by a subscription when content seemed free.
Challenge # 4 – Show off our digital issues Because Aftenposten’s three apps were only for subscribers the readers didn’t get the chance to experience the range of digital products offered. Trying and logging in to Aftenposten’s digital apps is a major driver for converting and retention.
Solutions
Defining the solutions After defining the challenges, Aftenposten started to work on finding the solutions to each challenge. 1. Optimize paywall 2. Create and test other sales posters 3. Close content (A-mag/exclusive) 4. Open up once in a while
Solution # 1: Optimize paywall The paywall was tested numerous times with a range of different designs, options and communication, always aiming towards a higher convertion rate.
Solution # 2: Create and test other sales posters Sales poster after four articles
Optimizing the sales poster alone was not enough when only 9 % of the readers actually were exposed to the sales message. We needed to create more sales posters to show during each reading session.
Sales poster in editorial environment
Sales button in header
Solution # 3: Show off content – going hybrid In addition to more sales posters Aftenposten decided to put the digital articles from A-magasinet, Aftenposten’s weekly magazin, behind the paywall. This content is highly valued for the subscribers and also showes a clear reason to by for everyone browsing aftenposten’s web pages. The A-magasinet content was also locked in social media, so that when exposed to an article in your Facebook newsfeed the reader would have to pay to continue reading. Aftenposten now had a hybrid model.
Solution # 4: Open up once in a while To give readers a sample of Aftenposten’s great apps and digital content, we simply open up in short periods of time. The readers would then have to create a user account and log in to use the digital products as much as they want for three weeks without charge. Conversion rate ap.no sales meter
Let’s take a look at the results The results came quick, with going hybrid as the most effective change. Remember the changes we made? 1. Optimize paywall 2. Create and test other sales posters 3. Close content (A-magasinet and exclusive) 4. Open up once in a while
48 % increase in convertion through A-magasinet The constant reminder of the need to pay to read Aftenposten’s most exclusive and attractive content has had an effect on number of viewed sales posters and the convertion both in standard periods and in campaign periods. We see a 48 % increase in convertion through the A-magasinet salesposter.
Start closing exclusive content
Continiously improving paywall has increased daily sales from web page with 259 % Daily sales except ads and free campaign periodes 44
Other ap.no
22 20
16
11
12
April/May
June/Aug/sept
26
29
28
25
28
31
Oct/Nov
Dec
51
45
Jan
Exclusive Meter
40 % increase in leads and 279 % increase in converted sales from leads Putting more and more of Aftenposten’s most attractive content behind the paywall has also had a positive effect on the campaign periods.
279 % increase in converted sales 35000 30000
Giving the digital readers a chance to try Aftenposten for free, without any obligations has become very attractive, giving Aftenposten high volumes of logged in leads to convert.
25000
Since going hybrid Aftenposten has an increase in leads generating by 40 % and an increase in converted leads by 279 %.
5000
20000
Campaign 2016
15000
Campaign 2015
10000
0 1 2 3 4 5 6 7 8 9 1011121314151617
The digital circulation has grown 69 % the past year due to all the changes we defined before going hybrid.