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Plus Report - By Thomas Baekdal - November 2022

A conversion that (never) ends. Mapping publisher funnels

In my previous Plus article, I talked about how news avoidance was about a combination of factors that cause people to react negatively towards you, and I used this model to illustrate it.

Because that article was focused specifically on news avoidance, I only talked about a part of this model, so in this Plus report we are going to take a more complete look at what this is, and how it affects your conversion and churn overall.

A funnel that never ends

One thing I have talked about before is that publishing is a very different product than most other things you buy. For instance, back in the 1990s when I went to business school and learned about sales and marketing, we were taught that a conversion follows a funnel.

It's the same thing when you look at analytics. You would often be presented with something that looks like this:

For publishers, though, it's nothing like this. Sure, we do have a funnel the moment people choose to subscribe and until they complete their initial payment, but the path before this, and the path afterwards is completely different.

 
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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé

 

—   strategy   —

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strategy:
A conversion that (never) ends. Mapping publisher funnels

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strategy:
Addressing news avoidance will help every other element of publishing

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strategy:
Managing churn from start to finish

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What to consider before switching from subscriptions to memberships

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We need to innovate our formats

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What if a newspaper was something completely different?