Periodical Prospects: It Pays to Woo and Win Millennial Subscribers
Successful media brands learn to compete in a ‘digital native’ culture of loyalty.
Millennial consumers may be a media brand’s most valuable customer. For print magazines evolving to digital, this demographic is most likely to use the digital side of your brand, saving you paper, ink, and stamps. And every brand will value the loyalty these consumers have to the brands they favor. Polling shows that Millennials are more likely to continue to subscribe to the brands they like, and less likely to cancel, even when money is tight. Their preference for auto-deduct payments is another demonstration of loyalty and makes their subscription behavior less subject to extinction-level annual reassessments.
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