INMA releases report on news subscriptions in the age of coronavirus

To identify key trends in the subscription space

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INMA
“News Subscriptions In the Age of Coronavirus,” part of INMA’s Readers First Initiative, seeks to identify key trends at work in the subscriptions space

How news publishers navigate the unpredictable surge in traffic and subscription starts during the COVID-19 crisis is the focus of a new report released today by the International News Media Association (INMA).

“News Subscriptions In the Age of Coronavirus,” part of INMA’s Readers First Initiative, seeks to identify key trends at work in the subscription space, examine the mechanisms behind both the growth in traffic and reader revenue, and highlight successful strategies from publishers worldwide.

Key findings from the report include

Subscriptions from loyal readers: While there has been an unprecedented surge in news demand and digital subscription starts, those new subscriptions are mostly coming from an existing loyal audience – not new COVID readers.

Audiences not homogenous, need different approaches: News audiences during COVID are not homogenous, displaying a range of behaviours depending on their psychological response to the crisis. Therefore, different content strategies will be needed to move different audiences down the conversion funnel.

Quality journalism demand up: Audiences are demonstrating an appreciation for quality journalism during uncertain times and are willing to pay for it.

Explanatory journalism: Publishers are getting back to the core of what they do best: good, clear, explanatory journalism is what matters

The 46-page report aims to understand the surge in audience demand for COVID-19 news, looking at emerging strategies and tactics: what content is compelling, pop-up newsletters, community content strategies, news avoidance, and more. The report also looks at the demand for subscriptions from the perspective of non-users, anonymous users, known users, and subscribed users. Publishers, meanwhile, are looking to extend the subscription bum, tackling issues like varying subscriber pricing.

The report author is Grzegorz (Greg) Piechota, a researcher-in-residence at INMA and head of the association’s Readers First Initiative. Piechota is an academic researcher, digital transformation consulting, and writer. An ex-fellow at Oxford and Harvard universities, Piechota is a former media executive at Poland’s Gazeta Wyborcza.

“News Subscriptions In the Age of Coronavirus” is available for free to INMA members and available to non-members for US$795 – which includes one year of association membership, all strategic reports, Webinars, and access to all INMA content and peer connection tools.

About the Readers First Initiative

The INMA Readers First Initiative aims to surface global best practices in the art and science behind digital subscriptions for news media companies and create a road map toward the next generation of consumer monetization. The initiative produces newsletters, Slack channel interactions, video meet-ups, reports, webinars, and workshops for INMA members worldwide.

In 2024, we are looking at full recovery and growth-led investment in Indian printing

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. It created the category of privately owned B2B print magazines in the country. And by its diversification in packaging, (Packaging South Asia), food processing and packaging (IndiFoodBev) and health and medical supply chain and packaging (HealthTekPak), and its community activities in training, research, and conferences (Ipp Services, Training and Research) the organization continues to create platforms that demonstrate the need for quality information, data, technology insights and events.

India is a large and tough terrain and while its book publishing and commercial printing industry have recovered and are increasingly embracing digital print, the Indian newspaper industry continues to recover its credibility and circulation. The signage industry is also recovering and new technologies and audiences such as digital 3D additive printing, digital textiles, and industrial printing are coming onto our pages. Diversification is a fact of life for our readers and like them, we will also have to adapt with agility to keep up with their business and technical information needs.

India is one of the fastest growing economies in nominal and real terms – in a region poised for the highest change in year to year expenditure in printing equipment and consumables. Our 2024 media kit is ready, and it is the right time to take stock – to emphasize your visibility and relevance to your customers and turn potential markets into conversations.

– Naresh Khanna

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