The Boston Globe’s Subscriber Sunday
The Boston Globe was among the many publications that spent last week promoting subscription offers to their readers. The Globe’s reporters put extra effort to promote Subscribe Sunday, an unofficial holiday dreamt up by Janelle Nanos, a Globe business reporter who had the idea during Cyber Week in 2018.
Working with the Globe’s editor-in-chief earlier this fall, Nanos collaborated with the publication’s audience development and web teams to work up Subscribe Sunday marketing language with the end result being of six months of digital access for $1.
Initially, the Globe planned on using Subscribe Sunday for itself. However, it later decided to tap into a network with 40 different newsrooms participating.
Subscribe Sunday was responsible for 16% of the subscriptions the Globe sold during Cyber Week, Nanos said. “Our thought is: Can we survey the people who use this message, and what can we learn from them going forward?” she added. “Can we learn more about this population and how to serve them better going forward?”