WHAT’S WORKING / OUTSIDE
First-party data
How Outside is turning reader data into subscriptions
OVERVIEW
COMPANY
Outside Inc.
THE CHALLENGE
Consumers will only pay for so many subscriptions, and Outside’s audience isn’t monolithic
THE CHANGE
Acquisition messaging segmented by the activity tied to each reader’s registration source
THE TAKEAWAY
Start simple: one known attribute, one relevant offer
If publishers are racing to events, then the subscription media landscape has become a full-on stampede. News outlets, entertainment video streaming services, business publications, and niche content providers have all erected paywalls or launched new products and services in the hopes of building recurring revenue streams.
As many have found, there is a limit to how many subscriptions a consumer is willing to pay for. But while B2B media has the benefit of an audience that has access to expense accounts and travel budgets, consumer media doesn’t. It has to rely on not just high-quality content, but other features and perks to drive conversions in an incredibly crowded and competitive landscape.
- The full library of What’s Working case studies, including The Wall Street Journal, The Daily Beast, People Inc and The Atlantic
- Invitations to What’s Working events and TRB Mixers
- Discounted access to our summits