It’s such an old issue you might expect we’d be pros at this by now, but I continue to see serious, professional publishers making decisions about print and digital based on shallow metrics, like “we’ll save all the money we spend on printing and mailing.”
Please. There are so many other things to consider.
Are print or digital subscribers more likely to renew? If your business relies on renewal revenue, you’d better know that before you start pushing people to digital.
Do you have the tech to track digital engagement? Engagement is the lifeblood of a digital subscription. Make sure you can track it effectively.
Is it easier to cross- and up-sell on print or on digital? Many publishers rely on their ability to sell across their catalog. Does that work equally well in different mediums?
In short, don’t assume the business practices and metrics you’ve used in print will transfer automatically to digital. Review the Key Performance Indicators of your publishing business and make sure you can track them in a digital environment.
Much of the analysis I see is far too simplistic. If you’re in the middle of this question or making a transition, please give me a call.
