How to Plan Your Digital Magazine Subscription Model

In print publishing, the model is simple – you sell a magazine, the reader owns it. But when it comes to digital content, things become more nuanced. You need robust systems to ensure that only paying subscribers can access your valuable digital content. This is where entitlement comes in. 

In this article, we’ll walk you through the elements to consider as part of your digital magazine subscription entitlement strategy.

There’s no one-size-fits-all solution. Testing and learning is key. Experiment with different subscription models and price points to find the perfect fit for your audience and content.

Understanding Entitlement

Entitlement is how you control access to your digital content. There are two primary models:

• Single-purchase: Readers pay a one-time fee for permanent access to a specific issue or piece of content permanently.
• Subscriptions: Readers pay a recurring fee (monthly, yearly) for access to your content for a defined period.
  
  

Entitlement Models

• Time-Based: The most common model. Subscribers will pay for access for a specific time (e.g., a 12-month subscription).
• Content-based: Access is tiered based on content type or level. For instance, a “Premium” subscriber might access all articles, videos, and exclusive interviews, while a “Basic” subscriber accesses only articles.
• Hybrid: A middle ground, users typically will register for limited free access, acting as a lead-in to paid subscriptions.
  
  

Entitlement Types

• Unpaid/Open: Content is freely available, great for audience building and data collection. This is typically used by publishers who rely primarily upon advertising revenue.
• Registration-Based: A gateway to paid subscriptions, users provide information (usually an email address) in exchange for limited free access.
• Paid: Content is accessible only to paying subscribers. 

 

Access

Once you have your content and magazine subscription models in place, you need to control access. Here are some common methods:

• Digital edition login: Users log in specifically to access digital editions.
• Paywall: Content is partially accessible, requiring payment or login to continue reading.
• SSO (Single Sign-On): Users access multiple products/titles across multiple devices with one login, streamlining the experience. 
• Non-public URL: Content is accessed via a private link, which is ideal for sharing with specific groups or offering exclusive content.

 

User Experience

A smooth user experience (UX) is crucial for subscriber retention. The easier it is for readers to access your content, the more likely they’ll continue their subscriptions. Aim for one-click access, clear instructions, and minimal steps.

While protecting your content is critical, bear in mind that a challenging journey and UX will dissuade readers from engaging. At VMG, we prioritize UX and protect your content with a few key strategies:

• Token URLs: Our email delivery system uses tokenized URLs to bypass paywalls, giving subscribers direct access to their digital editions without needing to log in every time. 
• Token Removal: Once a user accesses the content via the tokenized URL, we immediately strip away the token, preventing unauthorized sharing and protecting your valuable content.
• Cookies: We place a cookie on the user’s device, allowing for seamless access to the digital edition without repeatedly logging in.
  
  

User Management

Ensure you have a centralized user database for handling:

• Authentication: Verifying subscriber credentials and access rights.
• Password Management: Simplifying password resets and reminders.
• Notifications: Keeping subscribers engaged with new issue alerts and personalized recommendations.
  
  

User Journey

Visualize the entire user journey, from discovering your magazine to accessing content. Consider all possible entry points (email, website, search engines) and the steps involved in navigating paywalls and logging in.

Creating visual workflows with screenshots can help you identify and address potential pain points, ensuring a smooth and enjoyable experience for your readers.

Below is an example of what a journey would like for an existing subscriber vs an anonymous reader. 

Customer Retention

Subscriber data is gold. Use login data and analytics to understand reader behavior, identify popular content, and spot areas for improvement. This knowledge empowers you to tailor your content and marketing efforts, keeping your audience engaged and coming back for more.

And if, despite your best efforts, a reader wants to unsubscribe, make it easy for them. A frustrating unsubscribe process can damage your reputation and even lead to spam complaints, which can have severe consequences under Google’s recent regulations. A simple, one-click unsubscribe option is the best way to maintain a positive relationship with your audience and avoid any potential issues.

Unlock the Full Potential of Your Magazine

Understanding and implementing a smart magazine subscription and entitlement strategy is key to unlocking the full potential of your digital magazine. By prioritizing user experience, testing different approaches, and focusing on providing seamless access to valuable content, you’ll build a loyal and engaged subscriber base, ensuring the long-term success of your publication.

Looking for advice and support on how to set up an effective entitlement strategy? Get in touch with us.