Publishing News

Why Groupon Doesn't Work as Well as it Should for Magazine Publishers

Headshot of Thea Selby
By Thea Selby

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

I recently concluded a promotion for one of our print magazines with online coupon company Groupon. It was quite successful; we got almost 2,000 people to pay for the magazine, and we receive a portion of each subscription. Thoroughly respectable.

But only about 70 percent of those people who paid for the subscription are actually receiving the subscription they paid for. Why? Well, for those of you who are Groupon aficionados out there, you know that you pay for the item, THEN you redeem it.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Headshot of Thea Selby

Thea Selby

M. Thea Selby is a Principal in Next Steps Marketing, a San Francisco boutique firm that solves audience-building challenges in creative, customized way using practical 'call-to-action' marketing techniques where the return is clearly measurable by clicks, online sign-ups, responses to direct mail, orders from partners, or sales at newsstand.

She was the 2010 Women's Leadership Conference Chair, is a co-founder and board member of Exceptional Women in Publishing—a national organization dedicated to supporting women in and through the power of online and print media—and is the former CEO and Publisher of Light Green Media, a digital publishing company.

Recommended articles