Wednesday, December 05, 2012

Quote, unquote: Value is more in content than format

"We feel the value is in our content more than the format so that’s why we set the digital to be the same as print and we plan to test the uptake of a print and digital bundle at a higher price."
--  The Economist's senior vice-president-head of circulation Michael Brunt, quoted by Audience Development about the magazine's decision to unbundle print and digital. A reader can now get a print or a digital sub for $127 or both for $160. He says about 10% of their file is paid, digital-only circulation, but they are now noticing that a quarter are taking digital-only, a quarter print-only and half are taking the print-digital bundle.



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