Revenue diversification, strong brands, and robust audience relationships.
That’s what this week’s LMA’s Washington D.C. Innovation Mission is all about.
The three-day tour will include a major focus on digital subscription acquisition and retention strategies, other consumer revenue initiatives (membership programs, live events, ecommerce), and premium content verticals (sports, politics, B2B).
Here are five reasons we’re excited about the trip:
1. One of the most successful digital subscription models in the industry
A visit to the Washington Post will be a real highlight of the trip. Post executives will talk about how they have invested heavily in a data-centric consumer marketing operation that strategically identifies audiences at each level of the engagement funnel and tailors specific journeys to subscription conversion.
We wrote about the Post’s digital subscription efforts here.
2. A niche model that’s driving subscribers
A visit to McClatchy will bring insights into potential niche vertical subscription plays. Sports Pass is McClatchy’s sports-only subscription brand that appeals specifically to the sports fanatics in its local markets. The Influencer Series is a policy and politics-focused brand that pulls together reader feedback and community leaders to create a new collaborative journalism model focused on key local issues, with high-impact brand sponsorships.
We wrote about McClatchy’s approach with niche verticals in a recent white paper.
3. All the best practices happening at USA TODAY NETWORK
The company is building out digital brands and live event experiences both nationally and locally, and across a variety of platforms. We’ll learn how they’re building strong audiences and revenue streams, testing new subscription products, and creating successful events franchises.
We wrote about their strong consumer revenue and user experience efforts recently.
4. A unique membership model
The Atlantic’s recently-launched membership model includes direct reader immersion in the newsroom and editorial process, exclusive and behind-the-scenes content, VIP access to signature events, ad-free browsing and podcast listening, and more. We’ll learn about all of that and more on this visit.
We wrote recently about Atlantic’s membership model.
5. A successful media enterprise that’s not all about scale
Our visit to Industry Dive will examine how they have built deep category expertise in a variety of B2B verticals, and translating this unique, sought-after content into a profitable business.
We talked to Industry Dive in a recent feature.
You can follow the week at our hashtag #LMAIM