Publishers go to great lengths to position their editorial output as trustworthy, transparent, accurate, and accountable. But when it comes to their subscription practices and policies, those sentiments are often left at the door.
Complicated subscription offers and terms, obfuscated pricing, dark patterns, and convoluted cancellation mechanisms can all help publishers maximize short-term subscription revenue. But as consumers become more familiar with subscription models and their dynamics, the use of aggressive and misleading subscriber acquisition and retention approaches increasingly risks damaging publishers’ editorial credibility.
The risk is particularly pronounced for news publishers, whose subscription offerings are frequently oriented around access to trustworthy reporting, unbiased journalism, and greater accountability to their subscriber bases. It's perhaps more difficult for audiences to take editorial integrity seriously in instances where they’re presented with billing terms that don’t make mathematical sense, or they’re forced to wait upwards of an hour to speak with a representative to make changes to their subscription plans.