April 12, 2011

Christianity Today launched its first subscription site in 1999. Today, the nonprofit publisher operates eight paid content sites that account for roughly 40% of the organization’s total revenues. Insider spoke with Cory Whitehead, Director of Brand and Digital Marketing, to learn how they identify opportunities for new subscription sites, and why they also offer pay-per-download content in addition to subscriptions for all their sites. In this Case Study you will also learn:- Why they spend about 50% of their marketing budget on PPC search ads- How a simple change to a site’s Facebook page generated 5% of monthly revenue in January- How they’re generating 20% of free trial signups through an overlay screen for first-time visitors