CEO, Plan A
In an industry ripe with catchphrases, few lines generated more grimaces out of the gate than “the pivot to paid.” But lo and behold, the pivot appears to be working. Publishers like The New York Times, The Washington Post, and The Wall Street Journal are all coming off victory laps celebrating subscriber milestones; memberships seem to be the new coin of the realm.
But as positive as subscriptions may be for your business, they’re a negative for consumers. As we all know, consumers are besotted with options for their attention. Every credit card statement is a reckoning. And while we all know the time-worn saying, “it’s cheaper to keep a customer than to get a new one,” few organizations actually behave that way. Keep ten thousand subscribers from canceling, and you’ll be praised. Acquire ten thousand new subscribers, and you’ll be promoted.