INMA launches subscription benchmarking service for news media companies

INMA’s Subscription Benchmarking Service is designed as an international peer-to-peer exchange, promising an active benchmarking community and offering data-rich dashboards with actionable insights and personalized subscription best practices .

The paying service is accessible to INMA member companies that publish at least one online information service.

Publishers are not bound by any hardware, software or consulting contracts and can submit multiple brands at no additional cost, according to INMA.

The pilot was conducted with 102 national and regional news brands from 30 companies in 19 countries.

The service is part of INMA’s Readers First initiative and is led by Greg Piechota, the association’s researcher in residence.

As part of the service each quarter, INMA:

  • collects 20 performance data points
  • calculates 34 KPIs, and
  • then breaks them down by cohorts, including geography, maturity, target market, and paywall type.

Data is aggregated, anonymized and shared with participants in an online dashboard, which includes more than 150 charts and tables on 10 interactive tabs.

Each brand has custom dashboards on digital reader engagement, sign-up and subscriptions, allowing comparisons with cohorts of similar and top-performing brands in each KPI.

“We kept hearing from our members that running a business without a referral was like driving with your eyes closed,” says Piechota. “So we created the service to provide our members with access to reliable, reliable information on how their performance compares to that of their peers. [It will also] help them improve that performance with factual insights and best practices.”

INMA partnered with Laboratorium EE, a Polish-Lithuanian software research and development company, to create the online report and help with data collection, verification and analysis.

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