Newsquest has launched a major end-of-year marketing campaign to drive paid digital subscriptions.
The publisher introduced a “soft paywall” on most of its larger local news sites in 2020 and has more than 105k monthly paying digital subscribers – up from 101k in September.
The campaign will run across a number of marketing channels, including out-of-home ads and leafleting in key Newsquest markets.
The messaging will focus around its coverage of local football to fans, who represent an important part of Newsquest’s subscriber base. Leafleting will be conducted on match days outside the stadiums of teams covered by local newsrooms, including Bolton Wanderers FC, Blackburn Rovers FC and Wrexham AFC.
It’s also employing a competition mechanic with prizes ranging from holidays to football memorabilia.
“The demand for digital subscriptions, which now sits at over 105,000, goes from strength to strength, and this campaign positions us strongly to continue growing our digital subscriptions into 2025 and beyond,” said Susanne Kinnaird, Head of Digital Reader Revenue for Newsquest.
“At the same time, we’re also continuing to grow our overall digital audience, with page views to Newsquest sites running 9% up year on year. The data further underlines the phenomenal demand for trusted local news and the power of our local platforms which now typically reach more than 75% of local people each month.”
