How to Increase Digital Engagement with Customers who are used to print magazines to drive Media Subscriptions?

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CX Centric leads international interactive discussions centered around Business Growth through Customer Experience. These are known as CX Centric Conversations. Recently we led a discussion focused on the Media industry. This involved leaders from The Economist as well as The New York Times. As part of this discussion, it was noted that increasing digital engagement with customers who are used to print magazines is a real challenge for Media Companies. In this article, we present this challenge, along with the threats and opportunities. We then conclude with some concrete recommendations for the Media industry.

What do we mean by Increasing digital engagement with customers who are used to print magazines?

We explained this discussion question to simply mean “A paradigm shift from printed publications to digital news engagements”.

Opportunities for Media Companies in Increasing digital engagement with customers who are used to print magazines

• To identify more diversified personas - Create a detailed representation of segments within your target audience and come up with experiences that are easier for all these customer bases to acquire the services

• Have a much wider audience who can access the news/content in a more convenient manner -This allows for the organization to attract more younger subscribers who are mostly techno-savvy who may not be interested in printed subscriptions

• Allows for the creation of a multi-lingual version of content - Online sites allow for one to include translations for their subscribers/readers which helps in gaining more subscribers

Threats for Media Companies in increasing digital engagement with customers who are used to print magazines

• Connectivity issues - This is the unexpected network failure that hinders subscribers to access content online

• Literacy Rates/ Less digital-savvy subscribers - Subscribers with less knowhow on how to navigate through the internet will be less interested in online news subscriptions

• Lack of devices to access content/news online - Some potential customers lack the necessary devices to access the internet

Recommendations to Media Companies to help increase digital engagement with customers who are used to print magazines

• Offer free content to attract more potential subscribers

• Add an audio version of the news content to cater to visually impaired customers

• Add more pictures and video URLs to the news publication site so subscribers can consume information in an interactive manner

• Use artificial intelligence and text analytics for customized and personalized content

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