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The two words every publisher wants to hear? “Subscriber retention.”
As publishers gradually shift their focus from attracting new subscribers to keeping current ones satisfied, Bloomberg Media has begun experimenting with offering subscriber-only content related to its free, talent-driven products, such as its newsletter and podcast Odd Lots.
While claims about retention rates require time to validate, early engagement metrics from the trial suggest long-term success. Within two months of offering subscriber-only content, the Odd Lots newsletter has seen a 100% increase in its clickthrough rate and a 50% increase in its open rate, compared to the publisher’s overall average, suggesting a heightened appetite for the exclusive material.
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