Part II: "Success: D-I-G-I-T-A-L" with Andy Clurman (Active Interest Media), David Lusterman (String Letter Publishing), Janine Scolpino (Tanton Press), & Jonno Wells (Surfline/Wavetrak)
Quotes of the Day:
“If you can’t give consumers what they want they’ll find someone who will”
“Move from free model to fee model”
“Product + Expertise + Engagement + Trust + Quality = High User Value”
“An upsell does not equal ‘more’ but equals ‘better’”
Lessons Learned:
· Content (archives, video, proportion of free, article preview pages)
· Pricing (parity pricing, annual membership for online-only subs – parity)
· Acquisition (organic, cover wraps and space ads, pay per click campaigns)
· Email marketing
· Conversions (quick order process, reduced order process)
· Research (consumer level of satisfaction)
· Offers/Upsells (Free trial, combo offer, future tests)
· Vendors & Software
· Retention (how long members stay w/you)
· Consumers will Pay
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