News Publishers are adopting new strategies to acquire and retain subscribers

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August 30, 2021, 11:43 AM UTC

The Atlantic increased its coverage on topics like the pandemic and the rise of authoritarianism to boost subscribers.

Many news publishers are changing leadership ranks to drive subscription rates while investing more in content to maintain and acquire new customers across formats. The Washington Post's first chief subscription officer, Michael Ribero, was recently appointed to supervise the company's subscription business.

While customer retention rates have remained stable for now, publishers are investing in critical functions of their business to retain customers. For example, the Los Angeles Times uses first-party data to produce creative messaging and test content with specific user demographics.

The L.A. Times has also employed designers, copywriters, media planners and more to bolster its subscription strategy. Quartz provided what its subscribers wanted and focused on its three-year-old subscription program, as 75% of its paying subscribers came from email content.

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