Recent researches and reports indicate that newspaper industry has declined in recent years. On the other hand, number of people using smartphones rises. To increase traffic and revenue for the industry, subscription based payments need to be as user-friendly as possible, so that users from mobile devices can easily subscribe to it. Know more about subscription payment: https://www.vindicia.com/solutions/subscription-payments/

1. 1
User-friendly
subscription
based payments
could help
newspaper
industry
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.

2. 2
User-friendly subscription based payments could
help newspaper industry
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
It is no secret that the newspaper industry has declined in recent years. According to a
report by ABC, the newspaper market is dwindling at a rate of more than 8 percent a
year. However, as newspaper revenue falls, the number of people using smartphones
rises.
The annual "State of the News Media" report from the Pew Research Center said 39 of
the 50 most popular news websites had more mobile than desktop visitors. Although
newspapers are getting traffic through mobile devices, mobile users spent at least 10
percent less time per visit on 25 of the top 50 news sites than readers coming through
desktop computers. Smartphone users spent more time than desktop users on only 10
of these sites.
According to the Pew report, advertisers are going after these mobile users. In fact, $19
billion was spent on mobile advertising in 2014 alone. While digital newspaper ad
revenue increased a little bit last year, it hasn't been quite enough to make up for the
decline in print revenue.

3. 3© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
"For the past five years, newspaper ad revenue has
maintained a consistent trajectory: Print ads have
produced less revenue (down 5 percent), while digital ads
have produced more revenue (up 3 percent) — but not
enough to make up for the fall in print revenue," the report
said.
"$19 billion was
spent on mobile
advertising in 2014
alone."
How can newspapers increase traffic?
Since newspapers now get a lot of their traffic from smartphone users, it is essential to
make subscription based payments as user-friendly as possible. For example,
newspapers should consider breaking up a long enrollment process into single steps
that are easy to follow. This way, customers are less likely to get frustrated with a time-
consuming registration. Many users are also likely to forget their passwords, so it is
important to make the recovery process as easy as possible.
In addition, newspaper companies should allow visitors to determine how long they
want to stay signed in the site. Engaged users who like to visit newspaper sites multiple
times a day will appreciate the option of staying signed in.
The decrease in newspaper revenue may have also affected employment in the
industry. Newspaper employment fell 3 percent in 2013, leaving only 36,700 employees
in the field.

4. 4© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
About the Author: Bryta Schulz
Bryta joined Vindicia in 2013 and serves as Senior Vice
President of Marketing. She is responsible for building brand
awareness, creating go-to-market strategy and promotion, and
driving growth. With over a decade of executive level marketing,
product management and PR experience, Bryta has led
marketing teams in enterprise technology and SaaS companies.
Her experience includes heading product marketing at GoGrid,
PGP, RSA and Symantec and business development and
product management positions at Xcert, Thales, and
Persistence Software. Bryta holds a MA in Translation from the
Johannes Gutenberg University Mainz and an MBA from the
University of Reutlingen.
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© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.