Nailing your subscription pitch: what compels readers to pay?

There are four main types of ‘appeals’ that convince readers to take out a subscription: digital (online-only offers), social (community-led), normative (support independent businesses) and price transparency (addressing critical state of industry).

How you combine these messages determines how likely someone is to pay and four news publications have found a sweet spot. They will share how they use these appeals to get potential subscribers over the line.