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Are longer promotional periods for new subscriptions short-sighted?

December 5, 2022

https://www.quantummedia.com/uploads/Promotional_illu.jpg

Many publishers offered aggressive Cyber Monday promotional deals, betting that months of low-cost or essentially free subscriptions will convert down the road. But longer promotional periods may also make it difficult to accurately predict how many new subscribers will stay when promotional offers expire -- and what price they’ll be willing to pay. Among the findings in a Toolkits survey of the 100 most popular subscription sites for U.S. consumers:

  • The average promotional period offered to new subscribers on November 28 (Cyber Monday) was 165 days, 14% longer than the 145-day average offered on November 10.
  • The average subscription price available to new subscribers dipped 17% on Cyber Monday to reach $0.079 per day.
  • On Cyber Monday, 48% of publishers offered new subscriptions of various lengths for a commitment of $1 or less.

Read the complete Toolkits story here.

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