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Periodical Prospects: It Pays to Woo and Win Millennial Subscribers

Successful media brands learn to compete in a digital native culture of loyalty.

Source: Bigstock

Media consumers of a certain age (including this columnist) knew how to buy magazines back in the day. You filled out a blow-in card. Or you signed up for a few titles with the kid down the block raising money for a class trip to Washington. Or your great-aunt sent you a subscription to something edifying ... U.S. News and World Report, maybe, or Reader's Digest. Nowadays, media brands can't rely on these analog tactics to reach digital devotees. Instead, brands grow by standi...

 

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