So far, those succeeding at membership providing both:
A subject narrowness — whether it’s a particular subject or a location — and a strong editorial rigour.
I believe Walrus can approach the market as De Correspondent did.
Then you work on the audience
3 reasons people will pay for your content
- Either you provide information for people work and information that helps them to make money from it > you can chase the corporate credit card
- Either you are people main source of information > you can chase both, corporate and personal credit card
- Or you write on something that speaks to people emotion, mind and/or passion. You provide something incredibly specific they can’t find elsewhere for free > you can chase mostly the personal credit card.
3 models so far:
- Hard paywall
- Metered paywall
Then Hit product and terrific marketing
- A newsletter?
- More content?
- Archives of the print magazine?
- Live discussions and virtual conf with members?
- Ask me anything (AMA) session on a particular subject / with a particular contributor or invitee?
- New branding (Layouts, Typo etc.) if you are not comfortable with the current layout, we can provide another one (this is part of the service we offer).
- A podcast?
- Merch & print?
- How would you like to finance the membership & new paradigm? Crowdfunding or market directly? Both have advantage and inconvenient
- A terrific PR to make sure your potential audience to hear about it is always a good move (we are building a list of journalist that you may use).
- Well done correctly, a marketing campaign on social network can be effective
- Your team creativity is key
Delivers through membership
What we love about membership is that it can be a way to fulfil both needs. Publishers need to build a loyal reader base and readers need to feel like they’re part of a community, hearing an intimate, trusted voice.
it’s the way for a publisher to prioritize owned social efforts because those are the places to get people in who will eventually be quite loyal.
Our job is simple: make sure you don’t have to worry anymore about the tech.