Publishers Evolve Marketing to Keep Subscribers Brought in During Pandemic

They're ramping up efforts to retain new paying customers

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Digital and print media companies wondering how best to keep new subscribers who signed up during the pandemic will need to prove to readers that their publication is invaluable after the crisis.

The Covid-19 pandemic has led to an uptick in subscribers at a variety of news organizations, including those that have long-established paywalls like The Wall Street Journal and The New York Times, as well as newly created ones like at The Atlantic.

Until coronavirus took hold, publishers had been advertising why their reporting matters and is worth paying for.



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