Wick Communications slashes subscription friction, lifts conversions nearly 128% with iQ Audience+ by TownNews


Like most news organizations, the team at Wick Communications is always on the hunt for new ways to grow reader revenue. When Reilly Kneedler, digital audience editor at Wick, learned that TownNews was seeking beta testers for their revamped audience development platform — iQ Audience+ — he was eager to see what it could do.

"The main problem we were looking to address was friction with the subscription checkout process," Kneedler said. "Our readers expect an experience similar to Amazon or Netflix — where the process of signing up for a subscription is completely painless."

In the summer of 2021, Kneedler and fellow Wick digital team members Sean Fitzpatrick and Alessia Alaimo migrated their first newspaper site, The Wenatchee World, to the new and improved iQ Audience+. The upgraded platform features a one-page payment system, an all-new Offer Builder tool for creating promotions that target specific groups of users, a streamlined login panel, and a redesigned metering system that’s optimized for mobile devices.

The results have been impressive.

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