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Join Our Research Team at DMA 2014
Feb 17, 2003
Blog Post

Do Consumers Proactively Shop for Subscriptions Online?

SUMMARY: No summary available.
Joseph Meth just wrote in that after a year of dev, he's launched Subscription Connection, a site where consumers can go to learn more about paid online subscriptions. He says, "Our vision is for SubscriptionConnection to become The Subscriber's Home, the one resource you need to evaluate, compare, select, purchase, access and manage this portfolio of online paid content."

I've heard variations on this before, most notably from the folks at now-defunct Newsletters.com which hoped to sell consumers subscriptions to print and PDF newsletters from a wide variety of publishers.

The problem is Nobody wakes up in the morning and says, "Hey I've got to buy a subscription today." Instead they say stuff like, "I've got to lose that weight" "get a better job", "get rich" "have fun with my hobby" whatever. If the SubscriptionConnection is hoping to market itself as a branded site to go to for subscriptions, I don't think it will fly.

If, however, the Company focuses on being an online marketing agent/agency for subscription sites that uses a wide variety of pushy tactics (SEO, email, ezine ads, etc.) to help each site, it might work. Many of the larger consumer sub sites have affiliate programs already set up to pay a bounty per new head. If you can sell lots, and your customers lifetime value proves out on the back-end, you've got a business.

http://www.SubscriptionConnection.com

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