Newsquest embarks on a major marketing campaign to expand its digital subscriptions, targeting key local football fans.
- Introduced a ‘soft paywall’ in 2020, Newsquest’s digital subscribers have now exceeded 105,000.
- The campaign includes out-of-home advertising and strategic leafleting outside stadiums of popular football teams.
- Competitions offer enticing prizes such as holidays and football memorabilia, capitalising on football enthusiasts’ interests.
- The strategy aims to grow both digital subscriptions and overall page views, reinforcing Newsquest’s reach in local news markets.
In a significant push to enhance its digital presence, Newsquest has initiated a comprehensive end-of-year marketing campaign. The primary goal is to increase paid digital subscriptions, focusing on areas with avid local football fanbases. Since the implementation of a ‘soft paywall’ across its larger local news websites in 2020, Newsquest has seen monthly paying digital subscribers rise to over 105,000, a notable increase from 101,000 in September.
The campaign utilises a variety of marketing channels, including out-of-home advertisements and strategic leafleting, particularly on match days. This approach targets fans at stadiums of local teams such as Bolton Wanderers FC, Blackburn Rovers FC, and Wrexham AFC. By directly engaging with football enthusiasts, the campaign taps into a significant segment of Newsquest’s potential subscriber base.
Adding a layer of excitement, the campaign incorporates competitions offering prizes that appeal directly to the interests of the target audience. These range from holidays to sought-after football memorabilia. Such incentives are designed to attract and retain subscribers by providing added value beyond the digital news content itself.
According to Susanne Kinnaird, Newsquest’s Head of Digital Reader Revenue, the demand for digital subscriptions continues to grow strongly. ‘This campaign positions us strongly to continue growing our digital subscriptions into 2025 and beyond,’ she states. Additionally, Newsquest is seeing an expansion in its digital audience, with page views across its sites increasing by 9% year over year. This growth underscores the robust demand for reliable local news and highlights the potency of Newsquest’s local platforms, which engage more than 75% of local residents monthly.
Newsquest’s forward-thinking campaign strategically leverages local football culture to enhance digital subscriptions and audience engagement.
