Inspiring publishers with subscription fundamentals

Situation

As part of The European GNI Subscriptions Lab, a collaborative effort by the Google News Initiative (GNI), and FT Strategies engaged with 114 publishers through a week long series of practical exercises and sessions with FT experts on digital and reader revenue strategy.

Engagement

  • 15 programmes have been delivered in 6 European languages, with up to 12 publishers per session.
  • Participants were surveyed daily and at the end of each programme, with consistently positive feedback across all programmes

Results

  • Publishers gave the programme an overall average rating of 4.6 out of 5
  • 75% improved audience segmentation capabilities and understanding of subscription drivers, 70% improved their ability to use data to inform key decisions, 60% diversified their digital revenue.
  • Daily ratings were strong, with a high of 4.8 average for Day 5, which included FT Strategies’ proprietary North Star consulting session, and demonstrating cumulative learning across the week
  • Participants scored the ‘FT Presentation’ and ‘1 on 1 Consultation’ sessions highest

“I found this an extremely addictive experience both in terms of training that facilitates sharing with competitors, and the delivery style which has been open, dense and rich in content.”

Manuela Muzza Head of Digital Development and Editorial Marketing, Il Sole 24 Ore