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.
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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Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.
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"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."
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