The New York Times Subscriber Retention Campaign
In a worsening economy and facing declining revenues overall, The New York Times initiated a retention campaign aimed at keeping the customers it already had by emphasizing—and in some cases outlining for the first time—the great value and resource that a subscription to The Times really is. Thinkso introduced the “I subscribe” theme as a way to not only make a statement about the paper, but also about the subscriber themselves. We designed welcome kits, email templates and giveaways?—and consulted on strategies for subscriber benefit upgrades.