The keys to keeping digital subscribers — and their revenue

Left to right: Tim Franklin (moderator), Edward Malthouse, Amalie Nash and Christine Taylor
Left to right: Tim Franklin (moderator), Edward Malthouse, Amalie Nash and Christine Taylor

Your newspaper does a great job attracting new digital subscribers. But keeping them for the long term? Not so much.

And that’s a problem if newspapers are going to replace waning print advertising with digital dollars.

At Mega-Conference, learn what research — and practical experience — is now telling us about how exactly to keep your digital subscribers engaged, and paying.

Researchers from Northwestern’s Medill School join the USA Today Network’s vice president for local news and the Chicago Tribune’s managing editor for audience to show you how you can keep your valuable digital subscribers.

The Wednesday, Feb. 19, session will be moderated by Tim Franklin, senior associate dean and leader of the Local News Initiative, Medill School of Journalism, Media, Integrated Marketing Communication, Northwestern University.

Franklin said, "This session will illustrate — through hard data — the critical need of digital reader retention, and the tactics news organizations can employ to do that. "

Panelists are:

  • Edward C. Malthouse, Erastus Otis Haven Professor and research fellow, Northwestern’s Media Management Center, and research director, Medill IMC Spiegel Research Center
  • Amalie Nash, vice president for local news, USA TODAY Network/Gannett
  • Christine Taylor, managing editor, audience, Chicago Tribune


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