The shift to subscription simplicity

For publishers that have succeeded in building valuable and differentiated subscription products, a shift in how they position and market those offerings is underway.

Many are now deliberately distancing themselves from the vague product promises, confusing feature sets, exuberant marketing and convoluted pricing structures that have become commonplace in recent years, opting instead to package and price their subscription products as simply and clearly as possible. In an increasingly competitive marketplace, the ability to succinctly communicate what subscribers get access to, why it’s valuable, how much it will cost them and when they’ll be charged is now table stakes for any publisher looking to drive subscriber growth.