Light readers represent next growth path for subscription-mature media

Light Readers - Digital Subscriptions’ Next Growth Path

284
INMA Light Readers
INMA nurturing light readers
Light readers represent the strongest growth path for subscription-mature news media companies, yet the audience segment described as “casual,” “infrequent,” and “picky” requires deeper study, according to a new report released today by the International News Media Association (INMA).
Written by INMA, readers first initiative lead, Greg Piechota, “Light Readers – Digital Subscriptions’ Next Growth Path” reveals new patterns in reader revenue during the pandemic, the emergence of product and marketing tactics to attract light readers, insights into casual buyers across consumer industries, and a re-sizing of the subscription opportunity ahead.
Piechota labels 2020 as “the year of subscriptions” and 2021 as “the year of the light readers.” By the end of last year, publishers had successfully acquired and retained readers who were brand-loyal and fans, enhanced by people looking to navigate the pandemic. While these remain priority readers, the new growth path has shifted to light readers who require longer trials and habituation development.
In addition to his original research, Piechota brings in case studies from Aftenposten in Norway and U.S. publishers such as The Boston Globe, The Wall Street Journal, and The Washington Post.

 

Among the 46-page report’s key takeaways are-
  • Content that engages light readers also engages heavy readers – but not the other way around.
  • Engaging new subscribers within the first 100 days has a direct correlation with retaining them.
  • Casual readers need to have a window to content. “Hop-on, hop-off” readers must be embraced.
  • Engagement loops work better than the traditional funnel.

INMA — Art and science behind digital subscriptions

The new report is part of the INMA Readers First Initiative, which aims to surface global best practices in the art and science behind digital subscriptions for news media companies. The initiative produces newsletters, Slack channel interactions, video meet-ups, reports, Webinars, workshops, and one-on-one Ask Me Anything sessions for INMA members worldwide.
“The focus on light readers is one of the priorities of the Readers First Initiative, now in its third year,” said Earl J. Wilkinson, executive director, and chief executive officer, INMA. “This meticulously researched report brings together the beginnings of a playbook for publishers seeking the next growth path for digital subscriptions. Light readers represent a segment not well understood by news-hungry publishers and editors who often are more like a brand’s super fans.”
Piechota is a researcher-in-residence in INMA and the lead of the association’s Readers First Initiative. An ex-fellow at Oxford and Harvard universities, he studied technology-enabled patterns across industries with a focus on business model innovation in news media. He is a former media executive with 20+ years of industry experience, notably Poland’s Gazeta Wyborcza. Piechota has served on the INMA board of directors and president of the association’s European Division.

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

Subscribe Now

LEAVE A REPLY

Please enter your comment!
Please enter your name here