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.
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
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