When ad revenue growth was strong, publishers could justify pumping up circulation numbers willy-nilly. With those days over, publishers like The Economist are turning their attention to retention.
The Economist has set a goal of doubling its circulation profits by 2020. To do that, it needs to grow digital subscriptions, which number about 350,000 out of a total circulation of 1.5 million, and keep subscribers from canceling because replacing canceled subscribers is expensive.
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