Biz journal grows print subscriptions during tough times

Mark Sabljak, the publisher of the Milwaukee Business Journal, writes in the latest issue about how the publication continues to increase its print subscriptions.

Sabljak writes, “In 2011, we grew our Friday print subscriber base at a rate of 1 percent. And that continues our 10-year growth pattern.

“Visiting with a CEO earlier this week, I was asked how is it possible that we grew print with the flood of new tablets and an abundance of digital news products?

“I believe it’s simple. We never gave our Friday print material away for free. You can access it online, but only if you are a subscriber for the first four weeks after publication.

“So when the Milwaukee Journal Sentinel raises a ‘paywall’ to try and get back the revenue it lost when it threw all of its daily content online, we don’t have to.

“We made the decision years ago to protect our Friday subscribers and respect the commitment they made to a paid subscription.

“So, you may think, our online statistics must be weak. Not at all. Our online content, little of which makes it into the Friday paper, is compelling — with breaking news stories, insightful blogs from our reporters and slide shows that add graphic power to news stories.”

Read more here. A subscription is required.