The document discusses strategies for increasing subscriber engagement and value at several newspaper organizations. It notes that retention nearly doubles for registered subscribers compared to non-registered subscribers. The goals for 2014 are to have 60% of subscribers registered for digital access and 30% actively engaging. The document outlines building new products and content, increasing digital adoption, improving the subscription and renewal processes, and communicating value across integrated channels. It also discusses leveraging subscriber data through tools like email marketing and analytics to provide personalized experiences and content recommendations to drive further engagement in 2015.

2. DRIVING ENGAGEMENT & VALUE
Laura Inman, Director of Audience, The Atlanta Journal-Constitution
Engagement Group Lead CMG

3. More Data
Viz &
Interactives
Creating Value
New
Products &
Content
Features
Digital
Adoption
Subscription Flow:
Print & Digital
Increase
Content
Reliance &
Value
Increased
Relevance
&
Frequency
Communicating
Value
Integrated
Channel
Messaging
Renewal:
Drive Rate
Yield
Transparent
Style & Tone

4. 2X
Retention among registered subs
nearly doubles when compared to
non-registered subs.
170 day period

5. Retention among registered users- All Markets

6. Where We Stand
Week ending 8/18/14 % Registered % Actively Engaged
Atlanta Journal-Constitution 51.0% 24.7%
Austin American-Statesman 56.7% 29.5%
Dayton Daily News 38.9% 17.1%
The Palm Beach Post 35.5% 15.3%
The goal for 2014 is to be at 60% of subscribers registered for
digital access and 30% actively engaging with the paid products.

9. Been Introduced
Anonymous digital
footprint
Acquaintance
Observed behaviors &
subscription relationship
Friendly
Known via transactions,
registration, social sign on
Relationship
Identity sync’d across platforms
Consumer Data Footprint

10. Capitalizing on Data
Joint
Email
Marketing
MAAX
ijento
Site
Catalyst
Enterprise Information Management
DTI Strong
View
Janrain MG2
DFP
Consumer Insights
Nielsen
Prizm
EIM

11. New Subscriber Onboarding – Live 6/24

13. Introduction of the Afternoon Email 7/1/14

14. New Content and Bonus Coverage – Live 7/21

16. Creating Subscriber Experiences- 1864 in 3D

17. 2015
Optimize Email
Mine Social Referral & Advocacy
Create Engagement Experiences
Leverage Events
Build Content Recommendation Platform & Strategy
Engagement Momentum