{"id":4154,"date":"2018-03-14T08:10:19","date_gmt":"2018-03-14T08:10:19","guid":{"rendered":"http:\/\/whatsnewinpub.wpengine.com\/?p=4154"},"modified":"2018-03-11T20:29:41","modified_gmt":"2018-03-11T20:29:41","slug":"new-yorker-plans-double-paid-circulation-2-million","status":"publish","type":"post","link":"https:\/\/mediamakersmeet.com\/new-yorker-plans-double-paid-circulation-2-million\/","title":{"rendered":"How The New Yorker plans to double its paid circulation to 2 million"},"content":{"rendered":"<p><a href=\"https:\/\/www.newyorker.com\">The New Yorker<\/a> belongs to a rare club of publications whose revenue from readers exceeds that of advertisers. Total paid circulation for the highbrow weekly rose 12.3 percent last year to 1.2 million, even as the subscription price grew 20 percent to $120 for the most popular print-digital bundle. Today, readers contribute 65 percent of the revenue.<\/p>\n<p>\u201cIt was scary to think about charging three-figure sums,\u201d said Pam McCarthy, deputy editor of The New Yorker, recalling the decision to raise the price of the bundle to $100 in 2016. \u201cThen, we thought, people in their 20s are paying for Netflix when we were embarking on this increase&#8230;&#8230;.the lesson of the past five years has been not to undervalue ourselves.\u201d<\/p>\n<p>While subscribers haven\u2019t resisted price increases so far, it\u2019s hard to know if and when that\u2019ll happen. Ray thinks there\u2019s still room to increase the price further without sacrificing conversion rate, given The New Yorker\u2019s unique editorial and that the magazine has tested cutting back the number of articles people can read for free before hitting the paywall to four from six, and the conversion rate still went up.<\/p>\n<p>\u201cIt is all about the editorial stories and being able to find writers who can write the stories that don\u2019t appear anywhere else,\u201d she said. \u201cWe do need to show subscribers the value; we always have to come up with different ways to meet different needs for them.\u201d<\/p>\n<p><a href=\"https:\/\/digiday.com\/media\/new-yorker-plans-double-paid-circulation-2-million\/\">Read more&#8230;<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The New Yorker belongs to a rare club of publications whose revenue from readers exceeds that of advertisers. Total paid circulation for the highbrow weekly rose 12.3 percent last year to 1.2 million, even as the subscription price grew 20 percent to $120 for the most popular print-digital bundle. Today, readers contribute 65 percent of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3639,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26,17611],"tags":[618,192,619],"yst_prominent_words":[7103,6755,7101,1483,6680,1769,2214,5877,1598,1472,1388,1235,1799,7102],"acf":[],"_links":{"self":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts\/4154"}],"collection":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/comments?post=4154"}],"version-history":[{"count":0,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts\/4154\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/media\/3639"}],"wp:attachment":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/media?parent=4154"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/categories?post=4154"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/tags?post=4154"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/yst_prominent_words?post=4154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}