Digital subscriptions a costly, long-haul proposition

12/5/2012 | Media Briefing, The

Digital subscription models are alluring in light of the volatility and fickleness of the online ad market. But acquiring and keeping paying readers, as the print world reveals, is a costly and years-long process, not a quick and easy alternative, writes Patrick Smith. Attracting new readers is only the beginning of the battle, with renewal rates far more important and the prospect of future subscription revenues the real prize.

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Media Briefing, The