Newsquest is pushing forward with a dynamic campaign to increase its digital subscriber base.
- In 2020, Newsquest implemented a ‘soft paywall’ on many key local sites, steadily growing subscribers.
- As of now, Newsquest’s paying digital subscriptions have risen to over 105,000.
- The campaign includes out-of-home ads and strategic leafleting focused on local football coverage.
- Competitions with attractive prizes are part of Newsquest’s strategy to enhance engagement.
Newsquest is making a strategic effort to boost its digital subscriptions through an extensive marketing campaign. Initially implementing a ‘soft paywall’ in 2020 on its larger local news sites, Newsquest has been successful in growing its subscriber numbers to over 105,000, a rise from 101,000 in September.
Part of the strategy involves using various marketing channels such as out-of-home advertisements and leafleting. This approach aims specifically at areas where Newsquest holds a strong presence, leveraging their local news coverage to target potential subscribers.
A significant portion of the campaign is dedicated to engaging with local football fans, a key demographic for Newsquest. Leafleting on match days will be concentrated outside stadiums of local teams like Bolton Wanderers FC, Blackburn Rovers FC, and Wrexham AFC to capture the interest of fans attending the games.
Another tactic being employed in this campaign is a competition offering prizes that entice participants, ranging from vacations to coveted football memorabilia. This competition is designed to further increase recruitment of digital subscribers by offering tangible rewards.
Susanne Kinnaird, Newsquest’s Head of Digital Reader Revenue, proudly notes that the demand for digital subscriptions continues to grow. She emphasizes that their strategy not only expands their paying subscriber base but also boosts overall digital audience engagement, with page views seeing a 9% increase year-over-year. Kinnaird highlights the crucial role of trusted local news, which taps into a vast audience, reaching more than 75% of local residents monthly.
Newsquest’s strategic campaign exemplifies effective growth tactics in digital media subscription services.
