How Nikkei improves user retention with new subscriber consultation

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1 How Nikkei improves user retention through consultation with new subscribers YOSUKE SUZUKI GM Digital Business Development, Nikkei America [email protected] NIKKEI PRODUCT & TECHNOLOGY BLOG on Medium: https://medium.com/nikkei-product-technology

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NIKKEI Group Overview 144 year history 1400 Journalists NIKKEI+FT 2.2M Nikkei newspaper 700K Nikkei.com paid subs(38.9$/m) 8M Nikkei ID membership Financial Database/Index Business Live Events Educational Services Consolidated Revenue $3.2B TV/Radio networks Trade Journals

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Nikkei Digital Edition (Nikkei.com) Paid Subscribers: 700K ($38.9 USD/month) Launched March 2010

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Monthly churn rate is low: 1.5% … but large in absolute numbers, so churn reduction is a priority Acquisition Cost > Retention Cost Retention is highly cost-effective

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Nikkei.com offers a wide range of apps and features…but many subscribers don’t use them or even know about them ● iOS/Android app (86%) ● ePaper app (44%) ● Keyword follow ● Newsletter ● Search ● Interactive content ● Company directories 困った!

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New Subscriber Consultation: 3 Key Questions Why do you access Nikkei news? [Multiple choice OK] ● Daily news review ● For work or business ● Managing investments or assets ● Self-improvement ● Other reason In the past, how often did you read the Nikkei daily newspaper? ● Almost every day ● 3-4 times per week ● 1-2 times per week ● Never read the Nikkei newspaper Which viewer format do you prefer? ● Article list smartphone view ● ePaper app Replica viewer

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New subscriber consultation -> Provide app and feature recommendations ● 6 app/feature recommendation profiles based on new subscriber survey responses ○ Smartphone app Installation Guide ○ Habit-making guidance for Morning/Evening editions ○ Content recommendations ○ Personalization feature

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Results(1) 85% Answered Best result ● New subscriber response rate to survey: 85%! (Test period: 2019 Jun ~ Jul) ● The way you ask questions is important ● Utilized A/B Testing Optimization Please answer the following 3 questions. Thank you for registering. Please answer the following 3 questions. (with Nikkei masthead image)

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Results(2) ● 4 point improvement in retention rate (93 day retention period) ● 8 point improvement in ePaper app usage rate (44% -> 52%) ● $546K gross profit increase

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10 YOSUKE SUZUKI GM Digital Business Development, Nikkei America [email protected] NIKKEI PRODUCT & TECHNOLOGY BLOG on Medium https://medium.com/nikkei-product-technology