“We’re more interested in people who want to engage with the brand and are willing to invest in that access and invest in that relationship.” GH editor-in-chief Jane Francisco added that the membership is not a pure revenue play for the brand. Matthews said that there is a correlation between members tending to spend more on GH’s e-commerce operations as well as top spenders tending to become members, but as of now, the goal is not to capitalize on that trend and turn the membership into an e-commerce funnel. There are also additional indicators that this membership program can also lend itself to GH’s other businesses. Then they say, ‘Hey, I want more of this,'” she explained. If someone clicks on the site that they think is the most trusted source, see the authority and expertise of the brand. “If you’re searching for something, you obviously get a variety of different publications on page one, and so there is an element of choice. Readers who came to the site via search also tended to have a high conversion rate, Matthews said.
When the Sugar Detox Challenge launched at the beginning of the year, GH+ saw a 161% increase in new members between December 2020 and January 2021. Though Matthews wouldn’t say how many members were existing subscribers, she said a large portion of conversion from readers to members took place through the main GH newsletter or in the GH Shop when users were browsing one of the brand’s challenges to purchase. Notably, not all of the new members have simply upgraded their existing subscriptions. And since most of the items GH is offering to readers at that higher price tag are digital assets, the costs for GH end up being pretty nominal.
In addition to the print magazine, it also gives members access to all digital content, free challenges and bonus guides (such as a 21-day sugar detox challenge that traditionally is sold in the GH Shop for $9.99), deals and discounts to retail stores and even the chance to be a product tester for brands that are hoping to capitalize on GH’s authority in product reviewing.Īccording to said Ava Seave, principal at media consultancy Quantum Media, GH is finding that the limit of what fans were once willing to pay, originally thought to be $12 per year, is actually $20. 31, according to the Alliance for Audited Media.Īt $20 per year, GH+ is slightly more expensive than Good Housekeeping’s traditional print subscription ($12 per year). Its total circulation, which is a combination of both subscriptions and newsstand sales, was 3.3 million as of Dec. As one of Hearst’s oldest properties, GH was founded in 1885 and has had a subscription model in place for decades.
0 kommentar(er)
