Services / Loyalty consulting / Media & publishing
Customer loyalty for media and publishing: from subscription to a comprehensive customer relationship
In the subscription business, loyalty determines success: every cancelled subscriber has to be won back at great expense. At the same time, for many media companies the subscription is only the beginning of the customer relationship.
ProNexum supports media companies on both levels: retaining subscribers and expanding the relationship through conferences, travel, events and other offers. We work across all areas of the customer relationship, not just the subscription.
What makes loyalty in media and publishing special
In subscriptions, loyalty is revenue. The end of trial and discount periods and phases of low usage are particularly critical – those who read little are more likely to cancel. Usage intensity is therefore one of the strongest early indicators.
For many media companies, conferences, travel, events and other offers have become a significant source of revenue; for some, they now contribute more to revenue than the subscription itself. Yet in many media companies, most customers use only a single product, usually the subscription. Increasing the number of products used per customer is one of the most effective goals of a loyalty ecosystem.
In addition, many readers are not known or cannot be addressed. Registration, identification and opt-ins are the prerequisite for reaching them in a targeted way.
Levers for customer loyalty in media and publishing
Churn prevention
Recognizing early warning signals from usage and payment behavior and taking targeted countermeasures, including win-back.
Onboarding
Activating new subscribers in the first weeks so that usage becomes a habit.
Cross-selling beyond the subscription
Conferences, travel, events, books and services as part of the customer relationship – with benefits for subscribers.
Referral: readers recruit readers
Recommendations with clear incentives and simple processes. Our team has implemented concrete projects on this for media companies.
Community and membership
Exclusive formats, encounters with the editorial team and member benefits that go beyond content.
Registration and opt-in
Identifying readers and making them reachable – the basis for personalization and cross-selling.
KPIs that matter
- Products per customer (last 12 months): how many different products a customer has used, for example subscription, conference, trip or event
- Revenue per customer outside the subscription in euros per year
- Share of revenue outside the subscription in total customer revenue
- Cancellation rate by cohort and conversion from trial to full subscription
- Referral rate: share of new customers from recommendations
- Identification and opt-in rate: how many customers are known and may be addressed in a targeted way
- Revenue penetration: share of revenue that runs through the loyalty program and can therefore be clearly attributed to individual customers
What clients say about our work
“ProNexum brings extensive experience in loyalty and referral programs, along with a strong understanding of relevant best practices. Together, we use this expertise to develop an approach that fits The Pioneer and our business model.”
Laura Küng
Director Growth & Product, The Pioneer
“ProNexum impressed us with its ability to combine a strategic perspective with concrete, directly actionable approaches in churn management.”
Dr. Tobias Fredebeul-Krein
Chief Sales Officer, Frankfurter Allgemeine Zeitung
More industries and topics
Loyalty consulting at a glance
Services, program or ecosystem, approach and program types at a glance.
Learn more →Loyalty in grocery retail
High purchase frequency, tight margins: how personalized offers and basket data make customer loyalty in grocery retail pay off.
Learn more →Loyalty for DIY & home improvement
Professionals and DIYers, projects and seasons: how DIY and home improvement retailers retain both customer groups – drawing on our work with OBI.
Learn more →Loyalty in the automotive industry
Long purchase cycles, service and community: how a loyalty ecosystem keeps customers until their next vehicle – as we developed it for CUPRA.
Learn more →Loyalty in fashion retail
From entry price through premium to luxury: customer loyalty beyond discounts, with more full-price sales and fewer returns.
Learn more →Loyalty in other industries
Energy supply, insurance, financial services and telecommunications: customer loyalty in contractual relationships – with a focus on churn prevention, cross-selling and referral.
Learn more →Part of an integrated approach
Loyalty only works in combination with a clear customer strategy, a managed customer lifecycle and an organization that supports customer loyalty in everyday operations. That is why we combine these topics in our projects.
FAQ
Frequently asked questions
How do you reduce the cancellation rate for subscriptions?
With early warning signals from usage, good onboarding, added value beyond content and targeted win-back. The key is to act early, before the customer cancels.
Is a referral program worthwhile for publishers?
Yes, if incentives and processes are right. Readers recruiting readers is particularly effective because recommendations from one’s own circle are credible and referred customers often stay longer.
How do media companies expand the customer relationship beyond the subscription?
With offers such as conferences, travel and events that fit the brand, and an ecosystem that gives subscribers benefits for them. The goal is for customers to use more than one product.
Do you want to retain subscribers more strongly and expand the customer relationship?
We would be happy to discuss your starting point, goals and a sensible first step with you.