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Partnering with Google to help eight European publishers grow their subscription businesses Partnering with Google to help eight European publishers grow their subscription businesses

Situation

The European GNI Subscriptions Academy is a collaborative effort by GNI, INMA and FT Strategies. The programme aims to help news publishers strengthen their digital capabilities and grow reader revenue at a time of significant disruption to traditional advertising business models.

Engagement

An ambitious nine-month programme of discovery, strategy and implementation delivered entirely remotely in response to the Covid-19 situation. Designed to strengthen and accelerate growth of their subscription businesses, the programme helps publishers delivers customised interventions such as optimising the sales funnel and monetisation strategies.

Results

Six months after the 2020 Subscriptions Academy, publishers have:

  • Acquired 100k new subs, a growth of 31%
  • Achieved a 20% increase in Meter Stop Rate (MSR) to 35% after identifying optimisation opportunities in this metric
  • Grown the percentage of known unique visitors by 58% to 5% after setting this as a main priority during the programme
  • Reduced churn by 22%

Working with FT Strategies has been great and seamless. They have demonstrated their expertise in the field, and this is reflected in the excellent feedback we’ve received from participating publishers...We are looking forward to working closely with the team on projects in the future.

Eero Korhonen Head of Strategic Partnerships, EMEA News Publishers, Google

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