Q: What problem were you trying to solve, and why was solving the problem strategically important for your organization?
A: Subscriber churn. Through Table Stakes work aimed at growing reader revenue, we recognized the importance of finding new customers and holding onto them.
Strategically, The Sentinel has pivoted to subscriber revenue as our principal revenue stream. For us, pressure sales or deeply discounted subscription starts have led to high churn rates and wasted money. We wanted a more reliable means of retaining new customers and therefore generating more income. Toward that end, we launched our Business Buy-in Readership Program in March of 2021.
