How did Rosetta help reverse declining subscription projections for a major newspaper publisher?

Situation

A major newspaper group faced declining circulation and escalating subscription acquisition costs. It needed a deeper understanding of what was motivating consumer channel choice and content for news and information sources, and it required a better understanding of core subscriber needs. It also sought a better way to anticipate market changes as devices, channels, and information management technology evolve.

Solution

Rosetta enabled this newspaper group to:

• Refocus subscription acquisition efforts onto three target Personality segments, and align marketing messaging with the three targets whose core beliefs were best aligned with the strength of newspapers versus alternative channels and content
• Repurpose specific content to address the unmet needs of a particularly high-value Personality group
• Tailor online offerings to three distinct online populations
  

Impact

• Personality-based segments are now the primary organizing principle for marketing across the group, defining distinct audiences to which content, brands, and products are targeted
• Projected subscription trends suggest that this new approach will cut subscription churn rates in half, reverse circulation declines, and significantly reduce unit acquisition costs