Wired’s digital subs have increased 300 percent in the past year
Wired magazine editor in chief Nicholas Thompson writes about the success of its paywall one year after it was implemented.
Thompson writes, “First off: It worked! Of course you’d expect me to say that, but it really did. I promise. We increased the number of new digital subscribers in the first year by nearly 300 percent over the year before. We don’t know if they’ll resubscribe (please do); we don’t know if they’ll ultimately pay higher prices (please do); we don’t know if it’ll be as easy to get the next batch of people to join (please do). But the early signs are good, particularly for a year in which the bottom fell out from some traffic referrers that used to drive subscribers (hello, Facebook) and the greatest growth was on a platform (hello, Apple News) where getting direct subscribers in 2018 was as easy as hitting a bank shot 3-pointer, and getting subscribers in 2019 will now essentially require a half-court heave.
“The second lesson: The stories that led people to subscribe were a little surprising. When we started this, we invested in three new kinds of pieces: longform reporting, Ideas essays, and issue guides. All three types overindex in generating subscriptions. But they weren’t the only things that drove subs.”
Read more here.