How a 1-pound bag of coffee helped the Keene Sentinel reduce its digital subscriber churn

Here’s an idea to steal and adapt: Develop a program that bundles locally produced goods from local businesses with subscription offers.

Through Table Stakes work aimed at growing reader revenue, we recognized the importance of finding new customers and holding onto them.

Strategically, The Sentinel has pivoted to subscriber revenue as our principal revenue stream. For us, pressure sales or deeply discounted subscription starts have led to high churn rates and wasted money. We wanted a more reliable means of retaining new customers and therefore generating more income. Toward that end, we launched our Business Buy-in Readership Program in March of 2021.

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