Photo-illustration — ALEX MESSMER
DEJAN KOVACEVIC, DK ON PITTSBURGH SPORTS
A weekly look at one aspect of the business we shamelessly wish to push …
The calendar has turned to December, which is why we rushed to make sure we had automated gift subscription forms, as well as customized gift messages created by our graphics ace Alex Messmer. In the week or so that page has been active, the response has been very uplifting.
Gift subscriptions are important for us, and not just for added revenue. The foundation for long-term success here isn’t short-term dollars but, rather, getting people reading. That’s why we chose the metered paywall — very limited free views — rather than the hard wall. We want new people reading. Sunday’s Steelers column was the second-most visited piece since the site launched, and that resulted in two robust days of subscriptions but also new readers. They might not sign up right away, but at least they know where we are and might visit again.
Beyond that, any forum built on opinion, by its nature, needs to have critical mass to be relevant. We have that already with more than 6,000 invested subscribers, and the trajectory is healthy enough that we can expect that figure to rise steadily into the future. But there’s no such thing as too much when it comes to getting people discussing something they read here. We’re no different than any other media company in that regard. You want people talking, arguing and sharing that with others.
So when some readers have generously — way generously — offered to donate money beyond their subscriptions, we’ve politely, appreciatively declined and instead pointed to the gift subscriptions. Because if they can get a family member — a mom or dad who might be about as comfortable on a computer as mine, or a college student who can’t afford anything after text books and pencils — to be a regular reader, that helps all of us grow this endeavor. And I mean us andyou, because our community, including the commenting section, becomes that much more powerful a voice.
Anyway, I’ll shut up now and get back to the used-car salesman schtick. Click this banner:
All is explained in there, but let me add this, since it’s come up a lot already: If you buy a gift subscription now, the recipient has absolutely no way of knowing that until a time you choose. We’ve even set it up so you tell us when you want the account active. No one will spoil any surprise.
Same goes for anything bought at the DK on Pittsburgh Sports Shop.
We’ll have our weekly Tuesday 12 Qs chat at 2 p.m., though the floor will be open to submissions at noon. Later tonight, I’ll cover Penguins-Devils with a full column.
Thanks, as always, for your support and, above all, for reading.
December 2, 2014
Weekly shameless promo: Gift that keeps giving
by Dejan Kovacevic • Site stuff
Photo-illustration — ALEX MESSMER
DEJAN KOVACEVIC, DK ON PITTSBURGH SPORTS
A weekly look at one aspect of the business we shamelessly wish to push …
The calendar has turned to December, which is why we rushed to make sure we had automated gift subscription forms, as well as customized gift messages created by our graphics ace Alex Messmer. In the week or so that page has been active, the response has been very uplifting.
Gift subscriptions are important for us, and not just for added revenue. The foundation for long-term success here isn’t short-term dollars but, rather, getting people reading. That’s why we chose the metered paywall — very limited free views — rather than the hard wall. We want new people reading. Sunday’s Steelers column was the second-most visited piece since the site launched, and that resulted in two robust days of subscriptions but also new readers. They might not sign up right away, but at least they know where we are and might visit again.
Beyond that, any forum built on opinion, by its nature, needs to have critical mass to be relevant. We have that already with more than 6,000 invested subscribers, and the trajectory is healthy enough that we can expect that figure to rise steadily into the future. But there’s no such thing as too much when it comes to getting people discussing something they read here. We’re no different than any other media company in that regard. You want people talking, arguing and sharing that with others.
So when some readers have generously — way generously — offered to donate money beyond their subscriptions, we’ve politely, appreciatively declined and instead pointed to the gift subscriptions. Because if they can get a family member — a mom or dad who might be about as comfortable on a computer as mine, or a college student who can’t afford anything after text books and pencils — to be a regular reader, that helps all of us grow this endeavor. And I mean us andyou, because our community, including the commenting section, becomes that much more powerful a voice.
Anyway, I’ll shut up now and get back to the used-car salesman schtick. Click this banner:
All is explained in there, but let me add this, since it’s come up a lot already: If you buy a gift subscription now, the recipient has absolutely no way of knowing that until a time you choose. We’ve even set it up so you tell us when you want the account active. No one will spoil any surprise.
Same goes for anything bought at the DK on Pittsburgh Sports Shop.
We’ll have our weekly Tuesday 12 Qs chat at 2 p.m., though the floor will be open to submissions at noon. Later tonight, I’ll cover Penguins-Devils with a full column.
Thanks, as always, for your support and, above all, for reading.