Focus on retention, not renewal

Article Abstract:

The concepts of renewal and retention are considered identical by many people. While each concept aims to increase customer value, they differ from each other. Renewal requires a specific action on the part of the customer, while retention does not. Renewal can contribute to retention but might not be essential to it. Many newspapers especially those outside North America have subscription models that focus on renewal. Yet, if they adopt models based on retention, such as debit programs where a subscriber's credit card or checking account is debited on a monthly basis, significant benefits can accrue.

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Catching the consumer

Article Abstract:

Telephone surveys of newspaper readership have become increasingly difficult to conduct because of declining response rates. Response rates of 40% are typical in such telephone surveys. A number of suggested tips may enable interviewers to achieve better results in telephone or mail surveys. These include assuring respondents that the call is not a sales call after interviewers introduce themselves, and constructing extremely easy-to-navigate questionnaires.

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Mixing journalism with business: hangover or cure?

Article Abstract:

Los Angeles Times publisher Mark H Wiles is bent on creating brand management teams for each Times section. Under Wiles' new brand management, Times will have an organization on the business side that corresponds the sectionalized organization of the editorial side. Section managers will implement target marketing, repurpose content, create specialty newsletters and develop affinity groups.

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