http://blog.newspaperindex.com/2006/01/23/newspapers-offering-free-cds-and-dvds-to-attract-readers/ About newspapers and freedom of the written word Wed, 07 Jan 2009 08:54:26 +0000 http://wordpress.org/?v=2.0.1 http://blog.newspaperindex.com/2006/01/23/newspapers-offering-free-cds-and-dvds-to-attract-readers/#comment-2726 Sun, 29 Jan 2006 18:00:02 +0000 http://blog.newspaperindex.com/2006/01/23/newspapers-offering-free-cds-and-dvds-to-attract-readers/#comment-2726 In fact circulation numbers in Canada have been falling at about 5 percent a year for the last decade. The problem with give-aways is they alter the relationship between buyer and seller whether the give-away is in the form of a discount on subscriptions or items such as CDs or trip or whatever the gimmick of the month happens to be. The real indicator of falling circulation are the churn rates. In other words, how many subscriptions do you have sell in order to retain your current levels. Readers are not fools. The result of the give-away or discount strategy is customers will not renew unless you provide incentives. They also increase your churn rate since many will not fall for the same incentive twice. The real issue here is that newspapers must find their niche in an electronic world that demands instant gratification on all fronts. How does 19th century concepts fit into a 21st century electronic world? The newspaper industry must tackle the question with a great deal of creativity and, dare I say it, speed. In fact circulation numbers in Canada have been falling at about 5 percent a year for the last decade. The problem with give-aways is they alter the relationship between buyer and seller whether the give-away is in the form of a discount on subscriptions or items such as CDs or trip or whatever the gimmick of the month happens to be. The real indicator of falling circulation are the churn rates. In other words, how many subscriptions do you have sell in order to retain your current levels. Readers are not fools. The result of the give-away or discount strategy is customers will not renew unless you provide incentives. They also increase your churn rate since many will not fall for the same incentive twice. The real issue here is that newspapers must find their niche in an electronic world that demands instant gratification on all fronts. How does 19th century concepts fit into a 21st century electronic world? The newspaper industry must tackle the question with a great deal of creativity and, dare I say it, speed.

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