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têtu·

2020 - today
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Overview

Born in 2018, I/O Media is a group gathering high-end niche magazines with strong identities such as têtu·, Opéra Magazine, IDEAT, The Good Life, Dim Dam Dom. All of these magazines combine print and digital contents to feed their highly engaged communities. Sub Rosa's mission is to grow the paid subscriber base through acquisition and retention.

Process

Acquisition

I/O Media's online strategy is to combine freemium and paywall. On each website, some articles are reserved to paid subscribers, but everyone can see the first few lines. If you want to access the full article you have to take out a paid subscription.

Our mission is to drive qualified traffic on paid articles through Media Buying and Search Engine Advertising and then to boost the conversion rate through paywall UX optimization.

Retention

In order to keep our subscribers as long as possible, we focus on the perceived value. We thus leverage two axes: quality of content and delivery.

First, we analyze data to identify patterns that most performing contents share. We can then provide valued insights to the editorial board to steer article redaction in the right direction.

Second, we serve the best contents to our subscribers via email and push notifications: our selection is based on overall article performance and each subscriber's interests. 

Results

XX
paid subscribers
xx%
average yearly growth (nb total abonnés ajd vs au début de ta mission Têtu)
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