June 07, 2012
Blog Entry

The Boston Globe: An inside look at launching a paid content site

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SUMMARY: See an inside look at how The Boston Globe is launching a new subscription-based website to complement its free site with the idea of getting a testing and optimization program in place from day one.

Peter Doucette, executive director of circulation, sales and marketing, The Boston Globe, will present “Managing a Transition From Free to Paid Product” at the MarketingSherpa and MarketingExperiments Optimization Summit in Denver, June 11-14.
by David Kirkpatrick, Reporter

The Boston Globe has been in the content business for a long time. The newspaper published its first edition on March 4, 1872. Now in the digital age, it offers a free online version. At the end of last year, the company decided to include a premium, subscription-based digital version as well.

This blog post reveals an early, inside look at the approach The Boston Globe is taking to launch a paywall, complete with an honest look at a few bumps the marketing team hit along the way.

Peter Doucette, executive director of circulation, sales and marketing, The Boston Globe, will present further information about the newspaper’s marketing efforts at the MarketingSherpa and MarketingExperiments Optimization Summit in Denver, June 11-14.


Read more on the MarketingSherpa Blog.



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