HOME
          
LATEST STORY
Esquire has a cold: How the magazine is mining its archives with the launch of Esquire Classics
ABOUT                    SUBSCRIBE
Nov. 26, 2012, 11:45 a.m.
Business Models
macysxmas

News companies use Cyber Monday to attract subscribers, push coupons

As retailers court holiday shoppers, news companies try to get in on the action.

News companies aren’t just covering Cyber Monday this year — they’re hawking their own wares, trying to woo new subscribers with holiday discounts.

The New York Times has a half-off special that runs just over six months. It means you can get all-digital access for $110 rather than the regular $227.50 from now through mid-May. The Wall Street Journal is offering a fine deal too:

The team at Honolulu Civil Beat — which, like the Times, uses a metered paywall — is scaling its sale in smaller terms. Today only, get a 12-month subscription deal that amounts to “27 cents per day for access to Hawaii’s most informed watchdog journalism.” (Full-disclosure: I used to be a reporter for Civil Beat.) Usually the monthly subscription is $19.99; this knocks it down to $7.99 per month.

Discounted subscription offers have a long history in the news business. Most newspapers have cut back on print discounting from the churn-happy days of old. But digital subscriptions are still relatively new, which means getting exposure to new customers is key. Some paywalls limit the amount of sampling a reader gets to do before paying; letting people in at a discounted starting rate can help build a future base of full-freight customers.

Elsewhere, Cyber Monday is an opportunity to reinforce the idea that print advertising and coupons in the print newspaper are still useful. For example, The Chicago Tribune isn’t just offering 45 percent cheaper subscription rates. It’s also giving out free newspapers — yes, the physical ink-on-newsprint kind — at retail locations.

“We hope this free copy highlighting the best deals will help so you can spend more time with friends and family and less wondering where to find bargains,” Bob Fleck, the Tribune’s senior vice president of advertising, said in a statement.

POSTED     Nov. 26, 2012, 11:45 a.m.
SEE MORE ON Business Models
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Esquire has a cold: How the magazine is mining its archives with the launch of Esquire Classics
“We’re continuing our experiments with seeing what kinds of great archival stories people want to read and what formats seem to be most popular.”
The Atlantic redesigns, trading clutter and density for refinement
It wants to be a “real-time magazine” on the web, connected to its print heritage. But stripping out the visual noise won’t please everyone.
Getting beyond “public radio voice”: Finding and decoding identity on the air
Public radio voice or public radio voices? Figuring out how different identities fit together on the airwaves is a challenge for many journalists.
What to read next
2439
tweets
The Economist’s Tom Standage on digital strategy and the limits of a model based on advertising
“The Economist has taken the view that advertising is nice, and we’ll certainly take money where we can get it, but we’re pretty much expecting it to go away.”
579What USA Today Sports learned covering the Final Four on Periscope and Snapchat
These new platforms are optimized for realtime news on phones, but there are lots of questions for news organizations — from what content to share to how to measure their effectiveness.
410Journalists shouldn’t lose their rights in their move to private platforms
The shift to distributed content means concepts like fair use are increasingly in the hands of private companies — like SoundCloud.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
SF Appeal
The Orange County Register
GateHouse Media
Center for Investigative Reporting
Seattle PostGlobe
USA Today
Bayosphere
Chi-Town Daily News
The Times of London
Plaza Pública
Las Vegas Sun
MSNBC