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A procura pela Sustentabilidade através do modelo de assinaturas digitais. Estudo de caso: a fidelização dos leitores e assinantes do Jornal Expresso
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Resumo(s)
As receitas de publicidade não são suficientes para o setor da imprensa ter um negócio sustentável na era digital. Ainda assim, os jornais devem ser lucrativos, para garantir a sua independência editorial. De forma a contribuir para a sustentabilidade financeira do jornalismo, este estudo propôs-se aprofundar o modelo de negócio baseado nas assinaturas digitais. Para este modelo funcionar, é necessário ter em consideração três fases do processo: captar novos assinantes, reter os atuais e recuperar ex-assinantes. Estas fases requerem estratégias de atuação diferentes, mas têm em comum um fator: a fidelização ao jornal. Assim, através de um inquérito com 6110 respostas, de 28 de outubro a 14 de novembro 2023, esta investigação identifica as melhores estratégias de captação, retenção e recuperação de assinantes do jornal Expresso, para atingir a eficácia do modelo de assinaturas. Os resultados demonstram que introduzir os leitores ao universo de conteúdos do Expresso, transmitir o value for money inerente à subscrição, manter a qualidade dos conteúdos exclusivos, criar uma relação de proximidade à redação e comunicar de forma eficaz as melhorias e iniciativas do jornal são essenciais para a captação e fidelização de assinantes, evitando o abandono da assinatura. Além disto, entrevistas a especialistas nos temas editoriais e de subscrição digital sugerem que é fundamental estimular o consumo do website e da app, através de push notifications, newsletters e podcasts regulares, que criam habituação. Por fim, mais de 90% dos inquiridos concorda que, para conseguir produzir jornalismo de qualidade, o jornal Expresso tem de ser financeiramente sustentável. Esta consciência generalizada é uma base sólida para apostar na consciencialização nos leitores de que o acesso pago à informação é uma garantia da qualidade e independência da informação, e consequentemente, garante de uma imprensa livre e sustentável num estado democrático que assegura a liberdade de imprensa.
Revenue generated by online advertising does not provide sufficient income for news businesses such as newspapers to solely rely on it. However, news independence can only be preserved if news businesses are able to be self-sufficient. This study explores ways of maintaining newspapers’ financial independence through increasing online membership. In order to do so, it is necessary to understand: how to attract new subscribers, how to retain current subscribers, and how to win former subscribers back. While different strategies are needed to increase, retain or win back subscribers, these all share a common element: finding strategies to foster loyalty. This study analyses the responses of 6,110 participants to an online survey on Expresso’s digital newspaper, from de 28th of October to 14th of November 2023, in order to identify the best strategies to attract, retain and win back online subscribers to the Expresso newspaper. Responses indicate that the following would all contribute to increasing members and member loyalty, thus reducing churn: showing prospective members the breadth and variety of exclusive online content; communicating more clearly on value for money; maintaining the quality of exclusive content; creating closer links with the editorial team; and communicating more efficiently on improvements and initiatives. In addition, interviews with experts on editorial and digital subscriptions realms suggest that it is essential to make greater use of the Expresso website and app, through push notifications, newsletters and regular podcasts, as these all contribute to regular member engagement. Lastly, 90% of respondents agree that, in order to produce quality news reporting, the Expresso newspaper must be financially independent. This generally accepted fact creates a solid starting point to convince readers and members that paid membership is a guarantee of news quality and independence, and therefore that paid memberships contribute to maintaining freedom of press.
Revenue generated by online advertising does not provide sufficient income for news businesses such as newspapers to solely rely on it. However, news independence can only be preserved if news businesses are able to be self-sufficient. This study explores ways of maintaining newspapers’ financial independence through increasing online membership. In order to do so, it is necessary to understand: how to attract new subscribers, how to retain current subscribers, and how to win former subscribers back. While different strategies are needed to increase, retain or win back subscribers, these all share a common element: finding strategies to foster loyalty. This study analyses the responses of 6,110 participants to an online survey on Expresso’s digital newspaper, from de 28th of October to 14th of November 2023, in order to identify the best strategies to attract, retain and win back online subscribers to the Expresso newspaper. Responses indicate that the following would all contribute to increasing members and member loyalty, thus reducing churn: showing prospective members the breadth and variety of exclusive online content; communicating more clearly on value for money; maintaining the quality of exclusive content; creating closer links with the editorial team; and communicating more efficiently on improvements and initiatives. In addition, interviews with experts on editorial and digital subscriptions realms suggest that it is essential to make greater use of the Expresso website and app, through push notifications, newsletters and regular podcasts, as these all contribute to regular member engagement. Lastly, 90% of respondents agree that, in order to produce quality news reporting, the Expresso newspaper must be financially independent. This generally accepted fact creates a solid starting point to convince readers and members that paid membership is a guarantee of news quality and independence, and therefore that paid memberships contribute to maintaining freedom of press.
Descrição
Palavras-chave
Jornal Leitor Assinante Modelo de assinaturas Subscrição digital Fidelização Newspaper Reader Subscriber Subscription model Digital subscription Loyalty