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MarketingSherpa Video Archive

The Boston Globe: Managing a transition from free to paid product

Pamela Markey, MECLABS, and Peter Doucette, The Boston Globe



As he shares the steps taken to develop a new business model for The Boston Globe, Doucette reveals the challenge of maintaining two Internet offerings — one free and one paid. He and Markey walk the audience at Optimization Summit 2012 through the steps for the business model radical redesign and the goal to grow digital consumer revenue while maintaining and growing digital advertising revenue.

See how Doucette and the team at The Boston Globe discovered their value proposition, promoted the new paid-subscription site and how they created and tested their new business model.

(Download the slides to this presentation)

Related Resources

Optimization Summit 2013, May 20-23, Boston

Value Proposition: 3 techniques for standing out in a highly competitive market

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

Landing Page Optimization: Radical redesign leads to 3,566% increase in conversion


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