A marketing plan template for media and publishing.
News, streaming and newsletter businesses. Anonymous readers become registered readers, then subscribers; habit and frequency drive retention; churn and winback matter; ad-supported audiences count too.
What you start with.
A starter strategy
Reader revenue growth, with goals you can edit.
- Grow registered readers
- Convert more readers to subscribers
- Reduce churn
- Win back former subscribers
16 audiences
Labels for who you market to.
- Readers of related topics
- Lookalike of subscribers
- Anonymous visitors, several visits this month
- Anonymous visitors who hit the paywall
- Newsletter subscribers, no account
- Registered readers
9 conversion events
The events your results are measured by.
- Registration
- Newsletter sign-up
- Paywall hit
- Engaged visit
- Trial started
- Subscription started
9 objectives
- Audience reach
- Registered-reader growth
- Newsletter growth
- Build reading habit
- Paywall to subscription
- Trial to paid
- Churn prevention
- Winback
2 starter plans
- Always-on reader revenue: Reach, registration and newsletter growth, habit, paywall conversion, retention, churn and winback.
- Subscription offer: A time-boxed offer such as a news event, a big sports season or a holiday sale.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.