News Corp appoints new paywall marketing supremo
News Corp has named Victoria Turner as its new general manager for customer relationship marketing with responsibility for growing the company’s subscription business.
Turner joins from Perpetual where she was general manager marketing and communications. She replaces Rob Nolan who departed News Corp earlier this month.
Turner, who will spearhead the company’s customer acquisition and retention strategies, including the newly established +Rewards program, insisted that with News Corp reaching 15 million Australians each month across its print and digital platforms, there was a “terrific opportunity” to build “deeper and more personal ” relationships with readers.
“There are some fantastic national initiatives coming up over the next few months,” she said.
Damian Eales has really turned it up over the last year, particularly on the subsription component. Finally subscribed to Herald Sun after the music offer.
This morning I got another yet another pop up on The Age discounting their website.
Fairfax marketing efforts generally –and particularly around their digital subscription offer — look pretty anaemic vs News Corp. News Corp is offering genuine value-adds to customers to get them across the line (the music offer, magazine discounts, Foxsports etc) while the best Fairfax can do is to drop their pants on price. Not a great way to build loyalty or sustainable revenues.
Maybe now newscorp can do the ONE thing the readers and potential subscribers want: offer prepaid subscriptions for cash and therefore, privacy to readers.
It’s the silver bullet. Subscriptions would skyrocket.
But they resist it as they’re totally hooked on intrusion. They don’t understand their target market.