12.01.19 — The DW Sunday Column: The Athletic — Part 2 — “I have nothing”
The assignment: “How can we get more like you to subscribe?” … I have some ideas, but probably not any good ideas.
A couple of weeks ago, the Arizona Athletic staff invited subscribers for a meet and greet at a local sports bar. It was a good idea.
I have no idea if The Athletic has hundreds, thousand or ten thousand local subscribe, but the topic did come up… “what is a good way to get more in Arizona to know about The Athletic.”
I asked around. I thought about it. Here are my findings:
Feedback
From an old guy — (Gen X):
“If I can pay $2 for the Washington Post, and get all news along with sports, why would I pay $5 for just sports…no matter how good it is?”
“Two dollars is my breaking point, nothing past that.”
From a Millennial (male, the #1 candidate for this product):
“KTAR Sports both online and the radio is my source. I grew up reading Dan Bickley. I know those guys…and read their stuff … and no pop-ups or annoying ads.” (Although they do have ads).
“I like three preview articles per month options.”
“Yes.. I have made several monthly subscription decisions, and some of them were pretty dumb. This is different… I have my source of sports — so I would not look to spend money on sports articles.”
“They should offer a month free…after the month, I usually forget to cancel, and end up keeping the subscription.”
Somewhere between Millennial and Gen X (I think, not supposed to ask) …a high ranking official in a Phoenix school system (female):
“They will need to cover local sports. They will need video…everyone needs videos in an article. Still not sure if people I know would pay to read sports. The audience is not just male either.”
My opinions
The following are my opinions. Disclaimer: I am not a consultant; not a professional for “ways to grow your business if you are a startup sports web site that is based on membership and no ads” (soon, you will see why).
· More exposure on Facebook, but go local. Advertise that this is where the Arizona Republic and East Valley Tribune writers landed.
· More advertisement where sports peeps go — sports bars, stadiums, arenas, casinos.
· Another social event, they held a couple weeks ago…this time with a banner so everyone in the sports bar you are in the house…and if you can swing it…a radio spot to invite others out (not necessarily paid, but from a friend who owes you…an interview type spot).
· Reach the parents who are going to soccer games, baseball practice, other game, other practices…there is a lot of down-time. Reading sports on their phone during dead time seems to make sense.
· A large ad on a bus…or a light rail car. For some reason, I think about the opening of Sex and the City when I think of an ad on a bus….
· Advertise on the outfield wall at Chase Field. Back in the 90s, one year, the Milwaukee Journal Sentinel (or maybe just the Sentinel at the time)…paid for an ad that put baseball writer Tom Haudricourt on the outfield wall at County Stadium. It was a sketch-like mug shot. All year…there was Tom looking straight at home plate from left field.
· Hire a mascot. I went to a hiking event and the Chick-Fl-A cow was there…seemed to add energy to the event. No, don’t have an idea…you can take it from here.
· Price for life. Advertise “if you subscribe at this $xx per year, the price will not change.” To me, the problem with special offers is the “next year” and I don’t want to get caught subscribing at the full price. Or maybe — “a five year contract price.”
· Three free articles a month — as previews.
· Advertisements. A consumer does not care about ads, as much as they care about intrusive ads. Avoid the pop-ups, the ads that take over the screen, the ads that are videos, the ads with the stupid headlines.
· Give tier pricing, no ads, with ads, etc.
· More than anything, don’t cheapen your product with constant discounts. As a consumer, I am only waiting for the discount and will cancel or let my subscription expire…and wait for another discount.
Truly, not many good ideas to get the word out and get more subscribers. I wonder if quality journalism is appreciated anymore…at least appreciated for about five bucks a month. Getting sports from sites called “Sportsbro” seems good enough for the many.
One thing is certain: What quality local sportswriting? The Athletic certainly has it…so go ahed and spread the word.
