The Washington Post experiments with flexible subscription options

The Washington Post experiments with flexible subscription options

The experiment: The Washington Post is trialing flexible subscription options—$4, $7, or even 10$ for a week’s access, depending on user characteristics such as articles read, device, and browser used.

Why it matters: Subscription fatigue is growing. While digital subscription growth has nearly doubled from 10% in 2014 to 17% in 2024, this momentum has slowed. According to the Digital News Report, publishers have signed up many of the willing payers, leaving the challenge of converting intermittent payers and attracting new subscribers in the midst of a cost-of-living crisis.

Why flexible payments could work:

• Lower entry costs: Flexible options reduce the risk for readers hesitant to commit to long-term plans. As Dominic Young, founder of digital micropayment tool Axate, notes, even small payments—“getting non-paying users to spend $1 per month”—can add up significantly.
• Scalable potential: Young describes the pay-as-you-go model as “indefinitely scalable” meaning revenue can grow incrementally, unlike traditional subscriptions which cap out based on the reader’s commitment.
• Re-engagement: By offering flexible access, The Washington Post can re-engage ex-subscribers while gathering valuable contact data for future marketing efforts.
• What to watch out for: According to Måns Ulvestam, founder of pay-per-article platform Sesamy, The Washington Post could lead a shift across the industry. “Where The Washington Post leads, others are already set to follow,” he says, especially as AI changes traffic patterns from search engines.

Standout quotes from the Future of Media Technology Conference

Catch up: The Press Gazette Future of Media Technology Conference 2024 brought together publishers and tech leaders in London. Here’s what we learned from the experts.

The age-old question of whether to buy or build remains top of mind: “We are not a software company. We carefully select tools and then adapt them to our specific needs”, said Edward Roussel from The Times. On the other hand, Payal Sharma Sood from the Haymarket Media Group said that core tools should be developed in-house to reduce external dependencies.

Retention is the name of the game: “A 1% reduction in churn is as impactful as a 15% increase in new subscribers,” explained Fiona Spooner, Managing Director of Consumer Revenue at FT, stressing the importance of prioritizing retention strategies. Edward Roussel noted that “getting readers to install the app reduced churn by 50%, while subscribing to newsletters cut it by 11%.” Puzzles and interactive content helped reduce churn by another 22%.

AI’s impact on media in one sentence: “In some areas, we must fight AI; in others, we adapt or accelerate,” said Nina Wright, Chair of the Professional Publishers Association.

The Telegraph was awarded the App of the Year: “This app is doing a remarkable job of putting a mobile-friendly interface on a huge amount of journalism,” praised the jury. With features like live news, digital editions, personalized alerts, and offline access, The Telegraph sets a new standard for how journalism is consumed.

“Consent or Pay” banners have landed in the UK

The shift: UK publishers like The Times, The Sun, The Independent, and Mail Online are rolling out “consent or pay” models, where users either consent to tracking for ads or pay for an ad-free experience. This follows similar approaches in Europe, driven by tightening privacy laws.

Why it matters: As privacy regulations strengthen, publishers must find new ways to maintain ad revenue while respecting user privacy. The “consent or pay” model forces a clearer value exchange between users and publishers, emphasizing that quality content comes with a cost.

Key takeaways for publishers:

• Transparency builds trust: By being explicit about how data supports journalism, publishers can foster user trust. As The Guardian‘s Katherine Le Ruez noted, “Reject all” is becoming the obvious choice for many users.
• Diversifying revenue: With cookie consent declining, publishers are turning to paid options. The Times charges £6.99/month, while The Sun offers a £4.99 option.
• Empowering users: Giving readers a choice between data consent or payment helps them see the value in supporting content. As Sara Vincent of Utiq noted, “It makes users appreciate the cost of quality journalism.”

Looking ahead: More publishers are likely to adopt “consent or pay” as privacy regulations tighten and advertisers seek consented audiences. However, since the legal framework around this model is still being defined, there could be changes as regulations evolve.

OpenAI to speak at the Digital Growth Summit

We asked ChatGPT, and OpenAI delivered!

During the Digital Growth Summit, we’ll be welcoming Varun Shetty, Head of Media Partnerships at OpenAI, to the stage! Varun’s impressive career spans from roles at Meta, where he led partnerships for WhatsApp, to The New York Times, where he worked on strategy and development.

At DGS, he’ll be sharing insights from his journey through the media and tech and how OpenAI is shaping relationships with publishers.

💬 Engage users with in-app messaging

Our new in-app messaging feature allows you to send scheduled messages directly to app users. It’s a simple yet powerful way to keep your audience informed and engaged, with optional calls-to-action (CTA) to drive interaction.

How does it work?

• Customize title, body text, and an optional CTA to drive engagement.
• Schedule when you want messages to appear, with a start and end time.
• Messages can be shown on app open or module change.

🗞️ What we’re reading

• Journalism.co.uk highlights how The Forward boosted revenue by 37% after removing its paywall and focusing on donations.
• Nieman Lab explores how local journalists are using innovative methods to engage with their audience.
• Press Gazette reports that The Guardian is considering selling The Observer to Tortoise Media.

Things to do while you’re in Brussels

Eveline Le Bruyn, our Talent Acquisition and Marketing Team Leader, warmly recommends BUDDY BUDDY in Brussels:

“As a peanut butter and coffee enthusiast, Buddy Buddy offers the perfect blend of both worlds. I highly recommend trying their signature ‘Le Buddy,’ which features their homemade peanut butter paired with coffee from Belgium’s renowned roaster, MOK. Don’t miss their peanut butter brownie—it’s a real treat! And while you’re there, be sure to grab a jar or two of their nut butter to take home (the Peanut Butter Cup Nut Butter is my personal favorite!).“