A quick note to suggest how much farther they should be going in making flexible offers...
The Times is trying to get smart about enticing a few more potential subscribers in to their paywall. The problem is that after the introduction ends, they then hammer them with the standard full price deal that makes no sense for many of them. It is time they begin to get flexible in lifetime pricing that maps to lifetime value to the customer.
The Times now sees that one size introductory offers do not fit all. When will they see that one size ongoing offers do not fit all? When will they mass-customize prices to match the widely differing value that different readers get from the Times?
The article quotes Ken Doctor: “In almost a decade of paywalls, the nuance that can be brought to digital subscriptions is far greater than most people have used. The idea is, you’re not dealing with one size fits all. You have ways to test their propensity to subscribe based on price, what kind of content they read, how much. You can try all kinds of marketing offers.”
And quoting Tony Halle: “The crucial challenge is how to maximize subs at the right paywall level without sacrificing your future audience development.”
Doctor reported a year ago that Halle's data showed that "about 1.8% of their audience are digital-only subscribers." Since even fewer are print subscribers (4 million total, 3 million digital-only), it is clear that among the 97% or so of non-payers in their audience, a very significant number could be convinced to pay at a profitable level -- if the price was right.
Why shouldn't the Times easily reach their 10 million subscriber goal (and more), if they were able to mass customize their pricing effectively? Even at lower average prices, they might double or triple their profit.
Mass-customizing price over subscriber lifetime
OK, how can they do that?
- The short answer is to use an adaptive, value-based model for subscription pricing.
- The fullest description of such models are in my book, and in my post, Patron-izing Journalism -- Beyond Paywalls, Meters, and Membership (and elsewhere on this blog).
- The most scholarly presentation is in my article in the Journal of Revenue and Pricing Management, "A Novel Architecture to Monetize Digital Offerings."
The set-price subscription seems to be a sacred cash cow. It is understandable that any business would fear messing with that. It is much less threatening to mess with introductory discounts and meters. But where is the lifetime value? ...in a lifetime of subscriptions!

------------------------
More about FairPay
For a full introduction to FairPay see the Overview and the sidebar on How FairPay Works (just to the right, if reading this at FairPayZone.com). There is also a guide to More Details (including links to a video).

Even better, read my highly praised book: FairPay: Adaptively Win-Win Customer Relationships.
(FairPay is an open architecture, in the public domain. My work on FairPay is pro-bono. I offer free consultation to those interested in applying FairPay, and welcome questions.)
Thanks for sharing...
ReplyDeleteIt's the best time to make some plans for the future and it's time to be happy. I've read this post and if I could I desire to suggest you some interesting things or advice. Perhaps you can write next articles referring to this article. I desire to read more things about it! seo+services
ReplyDeleteThanks a lot for sharing this with all of us you actually know what you're talking about! Bookmarked. Please also discuss with my web site =). We will have a link alternate agreement between us!website intelligence
ReplyDeleteGood day! Do you know if they make any plugins to help with Search Engine Optimization? I'm trying to get my post to rank for some targeted keywords but I'm not seeing very good success. If you know of any please share. Cheers! Parc clematis psf
ReplyDeleteI’d have to verify with you here. Which isn't one thing I often do! I enjoy reading a post that can make people think. Additionally, thanks for permitting me to remark! used concrete pumps
ReplyDeleteI'm not sure why but this blog is loading incredibly slow for me. Is anyone else having this problem or is it a issue on my end? I'll check back later on and see if the problem still exists. wisdom teeth removal
ReplyDeleteF*ckin’ remarkable things here. I’m very glad to see your post. Thanks a lot and i am looking forward to contact you. Will you please drop me a e-mail? internet advertising Singapore
ReplyDeletePretty nice post. I simply stumbled upon your weblog and wished to say that I have really enjoyed surfing around your blog posts. In any case I’ll be subscribing for your feed and I am hoping you write again soon! attract more visitors using infographics
ReplyDeleteHey there! I just wanted to ask if you ever have any problems with hackers? My last blog (wordpress) was hacked and I ended up losing a few months of hard work due to no data backup. Do you have any solutions to prevent hackers?www.google.com.sg
ReplyDeleteHmm is anyone else experiencing problems with the images on this blog loading? I'm trying to figure out if its a problem on my end or if it's the blog. Any responses would be greatly appreciated. web design agency Singapore
ReplyDeleteHowdy are using Wordpress for your site platform? I'm new to the blog world but I'm trying to get started and set up my own. Do you require any html coding knowledge to make your own blog? Any help would be really appreciated! sapphire ring singapore
ReplyDeleteI know this if off topic but I'm looking into starting my own weblog and was wondering what all is needed to get set up? I'm assuming having a blog like yours would cost a pretty penny? I'm not very internet savvy so I'm not 100% sure. Any tips or advice would be greatly appreciated. Thank you corporate gift singapore
ReplyDeleteGood post.:)
ReplyDeleteI'm really impressed along with your writing talents as smartly as with the format on your weblog. Is this a paid theme or did you modify it yourself? Anyway stay up the nice quality writing, it’s rare to see a nice weblog like this one today.. botox jaw reduction
ReplyDeleteGood day! Do you know if they make any plugins to safeguard against hackers? I'm kinda paranoid about losing everything I've worked hard on. Any recommendations? pest control brooklyn ny
ReplyDeleteHello there! Do you use Twitter? I'd like to follow you if that would be ok. I'm undoubtedly enjoying your blog and look forward to new updates. digital marketing agency
ReplyDeleteWhoa! This blog looks exactly like my old one! It's on a entirely different topic but it has pretty much the same page layout and design. Great choice of colors! branding company
ReplyDeleteThanks on your marvelous posting! I seriously enjoyed reading it, you happen to be a great author.I will be sure to bookmark your post and definitely will come back someday. I want to encourage you to ultimately continue your great work, have a nice weekend! best private jets
ReplyDeleteI really appreciate this post. I’ve been looking all over for this! Thank goodness I found it on Bing. You have made my day! Thanks again honeymoon packages in wayanad
ReplyDeleteI really like what you guys tend to be up too. This sort of clever work and reporting! Keep up the awesome works guys I've added you guys to my blogroll.
ReplyDeletemarketing agencies in singapore
Hey there are using Wordpress for your blog platform? I'm new to the blog world but I'm trying to get started and set up my own. Do you need any html coding knowledge to make your own blog? Any help would be greatly appreciated!
ReplyDeletemarketing agency singapore
Nice post. I was checking constantly this blog and I am impressed! Extremely useful information specially the last part :) I care for such info a lot. I was looking for this particular information for a very long time. Thank you and good luck.
ReplyDeletesingapore web design company
I was wondering if you ever considered changing the layout of your website? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having 1 or 2 pictures. Maybe you could space it out better?
ReplyDeleteGenerate leads using google ads
Just want to say your article is as surprising. The clarity in your post is just nice and i can assume you're an expert on this subject. Fine with your permission allow me to grab your feed to keep updated with forthcoming post. Thanks a million and please keep up the gratifying work.
ReplyDeleteb2b marketing in singapore
Admiring the time and energy you put into your website and in depth information you offer. It's good to come across a blog every once in a while that isn't the same unwanted rehashed information. Excellent read! I've bookmarked your site and I'm adding your RSS feeds to my Google account.
ReplyDeleteinternet marketing singapore
Thanks for sharing this post I'm very intersted in this topic. Vet near me You'll word that all through there may be repetition of the phrases, 'would possibly', 'may', 'might', it's because not all insurance policies are the identical and all of the options talked about above may not be included in your coverage.
ReplyDeleteGreat post mate, thank you for the valuable and useful information. Keep up the good work! FYI, please check these depression, stress and anxiety related articles:
ReplyDeleteDepression Cure
5 Ways To Reach Target
5 Ways To Leave Stress Behind
Take A Nature Pill In Stress
Top 5 Ways To Reducing Stress at Work
5 Ways To Control Angry Child
you can also contact me at depressioncure.net@gmail.com for link exchange, article exchange or for advertisement.
Thanks
This design is spectacular! You most certainly know how to keep a reader amused. Between your wit and your videos, I was almost moved to start my own blog (well, almost...HaHa!) Fantastic job. I really loved what you had to say, and more than that, how you presented it. Too cool!
ReplyDeleteBest math tutor
in the event that you just need a modest quantity of cash to hold you over until payday.ì†Œì•¡ê²°ì œí˜„ê¸ˆí™”
ReplyDeleteIf you meet Joeeun Ticket, the best reassurance company in Korea, you will feel comfortable and fast so that you can not trade with other companies. ì†Œì•¡ê²°ì œí˜„ê¸ˆí™”
ReplyDelete