Publishers are becoming more transparent and direct about their subscription products and practices as aggressive acquisition and retention tactics threaten to undermine their editorial credibility.
Marketing hacks, convoluted terms and conditions, and laborious cancellation processes may help boost subscription revenue in the short term, but some publishers worry they damage reputations and brands. The risk is particularly acute for news publishers, which often position their subscription products around transparency and accountability but have at times fallen short of those ideals with their commercial operations.
Major news publishers are now reworking their subscription approaches to add transparency, clarity, and flexibility. This often means shelving gimmicky conversion tactics, making cancellation simpler and easier, and handing greater control to subscribers.