Longer promotional periods fueled publishers’ Cyber Monday subscription offers

Most major publishers promoted Cyber Monday deals for their subscription products this week, but many attempted to entice new subscribers with extended promotional periods instead of deeper discounts. For some publishers that was out of simple necessity: Having discounted so deeply already, they’re being forced to find other hooks on which to hang promotional offers. A significant number already offered months-long trials for as little as $1 in early November, for example, leaving promotional length as the next obvious variable to adjust. On Cyber Monday (November 28) Toolkits examined the 100 most popular subscription sites among U.S. audiences and found the average promotional period offered to new subscribers was 165 days, 14% longer than the 145 day average offered on Nove