Membership is the mindset of the company—the focus on understanding what the customer wants and is willing to pay for, forever, and delivering that. Subscription is just a pricing decision. Many media companies have always offered a subscription option, but few have been focused on treating their subscribers like members, and focusing on their evolving, long-term needs.2!
Many organizations are using a “metering” model, in which readers get a certain amount of free content each month before hitting a paywall. With a few exceptions, this is generally a terrible model. Consumers can “game the system,” consuming as much free content as they can get without any intention of paying. Publishers aren’t able to discern between good prospects and free riders. And they can’t treat different segments differently.1!
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