The subscription business model is growing in popularity. Almost every industry sector is now represented by at least one subscription model whether it is men’s fashion, executive travel or organic food.
Yet there are also those industries that have been using the subscription model for a long time. These industries, like online publication websites, can teach those looking to utilise the subscription model some best practices.
In fact, online publication is a rather powerful business model.
Why Are Online Publications Perfect For the Subscription Model
There are two types of online publications: one which creates content for paying customers and one which creates content for advertising / marketing purposes. While the latter can also contain some premium content that can only be seen by paid customers – they are not always the same.
For example, companies that run blogs utilise the second version as these are free for visitors to read and are used to market the organisation’s credentials and expertise. However, newspapers, where you have to pay a monthly fee to gain access to the news, would be an example of a subscription model.
One of the reasons why online publications are so perfect for the subscription model is that they are easy to control. There are plenty of software options available for businesses that can restrict access to content online unless the individual has paid. Some software is clever enough to offer free trials to one piece of content based on IP addresses. This content does not need to be specified by the organisation but as soon as the visitor tries to move to another page they are prompted to a purchasing screen.
Why Do Customers Like Online Publications
A growing amount of our time is spent online. 20% of our time is spent reading content online, whether that is blog posts, news or articles. But one of the more interesting aspects of our behaviour online is that we like to read exclusive content – i.e. content that others haven’t had yet.
This is nothing new, exclusivity has been used as a marketing term for generations – but online publications can use this to sell subscriptions. By marketing their content as unique and that only a select few will ever get to read it – online publications can create hype about what they are selling and increase the value of the content. In some cases the content is nothing new and there are other free sources on the web where consumers can get the information. However, because of the terms being used and through clever marketing – the perceived value of the content is increased in the mind of the target user.
What Other Benefits Can Online Publications Generate
As well as appearing more valuable to customers, online publications automatically generate trust between the customer and content provider. This makes them particularly powerful influencers in the consumers’ lives. The content producer could therefore make a suggestion on the next best buy, perfect Christmas present or on other products and services that they sell and these will have a high chance of being accepted by the audience.
This makes up selling and cross selling very simple for online publications – which increases revenues and profits without having to take the expense of finding new customers in different markets. Finding new customers is more expensive than selling to existing ones, so this also increases the profits and can help cement the relationship between consumer and business.
How Much Content Is Needed For Online Publications?
Remarkably very little is needed for online publications. What is more important is that what you publish is of a high standard and branded. The better the quality of the content, the greater the retention you will have.
Subscription businesses offer you the chance to connect with an audience and open up opportunities for cross-selling and up-selling, which in turn are made easier because you are generally more trusted. If you are looking to start a subscription business, then consider your expertise and how you could turn that into an online publication.