How CreditRiskMonitor.com’s Internet Subscription Revenues Rose 9%

CreditRiskMonitor, an information service for corporate credit professionals, just reported a 9% year-over-year increase in online subscription revenues, when comparing 3rd quarter 2011 to

CreditRiskMonitor, an information service for corporate credit professionals, just reported a 9% year-over-year increase in online subscription revenues, when comparing 3rd quarter 2011 to 2010.Interestingly, this increase was *despite* a major shift in their marketplace which would normally lead to decreased revenues.It seems that during the depths of the recession in 2008-2009, the company’s information service was most often an “impulse buy” for credit pros who desperately needed to figure out credit-worthiness in a shifting world. But, as the economy stabilized in 2010, CreditRiskMonitor’s subscription sales slowed….What to do? The company shifted its marketing messaging and retrained its sales reps to promote a benefit better suited for a stabler-but-still-sucky economy — corporate cost control data. After repositioning, subscription sales began to rise again, and are expected to continue rising.Great lesson: never assume your site’s unique sales proposition (USP) will remain the same over time. As your market shifts, your USP has to shift as well.

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