Many regional publishers are enjoying great success in acquiring digital subscriptions, especially in times of corona. The flip side are high churn rates. We see publishers with cancellation rates of 60% and above per year on the total subscriber base. Obviously, this is not a basis for a sustainable business.
Data analysis shows that churn rates are directly related to the engagement of the user. The equation is simple: More Engagement = Less Churn.
In the DRIVE publisher initiative, we have classified the users into engagement categories. Depending on how much time they spend on the news site and how often they come, we have defined six different user groups: Champions, Loyals, High-Usage Irregulars, Low-Usage Irregulars, Fly-Bys, Not-Engaged