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InPublishing Guide to Retention Strategies for Publishers

Price: From $90.00

Retention Strategies for Publishers cover image

The higher your retention rates are, the longer you will retain customers for and the greater the recurring revenues generated from those customers.

Sounds so simple. Why then is there so much muddled thinking in the area of retention marketing, around pricing, segmentation, messaging, timing, customer behaviour and analytics? For publishers with significant subscription files, this confusion directly impacts the bottom line. Use this guide to replace retention confusion with retention clarity and watch your recurring revenues grow.

The InPublishing Guide to Retention Strategies for Publishers clearly articulates the business case for sustainable recurring revenues, identifies the key stages of the retention process and provides invaluable best practice advice for what publishers should be doing at each step and, importantly, who has responsibility for getting it right. (Spoiler alert: it’s not just the retention marketers.) ‘Key takeaways’ and ‘Hints & tips’ summary boxes appear throughout the guide to draw your attention to the must-do areas. For those wanting to research the subject further, footnotes and sources are clearly annotated.

This ad-free guide is a highly informative and enjoyable read, full of expert advice that will, if put into practice, make a real difference to your publishing success. It’s written by Julian Thorne, one of the country’s foremost experts on retention marketing and edited by InPublishing editor James Evelegh.

By reading this guide, you will learn about:

  • the subscriber retention rate: how to calculate it and why it’s the most important metric for any business operating a recurring revenue model
  • key concepts and why nailing down definitions matters
  • metrics: what you should be measuring and why
  • how to design a high retaining subscription product and make appropriate use of the six loyalty types
  • the ‘forever promise’; how to communicate consistent, persuasive and deliverable messaging
  • ‘lifetime value’: why getting that first year renewal is so important
  • the Retention Point™ and why hitting it early makes a big difference to retention rates
  • how to onboard subscribers so that they love you
  • how to spot retention-risk subscribers, as well as cross-sell and up-sell opportunities
  • retention pricing strategies and the simple three-tiered pricing model that drives recurring revenue profit
  • the three distinct stages of renewal communications
  • how to ask for money (again and again and again)
  • the Netflix approach to customer retention; what publishers can learn from the multi-billion dollar video streaming service
  • and much more…

Who should read the guide:

  • Business owners, finance directors, publishing directors and senior publishing management at news, consumer and B2B media companies who already have, or would like to have, recurring revenue streams. The guide will show them how to implement a strategic focus on customer retention to drive profitable recurring revenue growth and what they should demand from the marketers they employ.
  • Senior marketing and audience professionals in media companies. The guide will arm them with the strategic advice and practical tips necessary to build long lasting and profitable customer relationships. It will also show them what their bosses will be expecting from them.
  • Ambitious junior marketing and audience professionals who are keen to reach the top. The guide will give them the grounding they need for a long and successful career!

What you get:

  • a PDF file of the 55 page guide which will be emailed to you within 24 hours of purchase.

Single-user licence

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Shareable with up to 9 colleagues


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11-50 user licence

Shareable with up to 49 colleagues


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If you would like to purchase a licence for over 50 colleagues, then please email

What people have been saying about the ‘InPublishing Guide to Retention Strategies for Publishers’:

A wonderfully clear and practical guide that will be useful for anyone involved in retention marketing. I found the discussion on habits, and the importance of publishers shaping behaviour at the beginning of a relationship particularly valuable.

Richard Shotton, author of The Choice Factory

Great to see that you have finally put pen to paper and are sharing your years of knowledge and expertise. It’s amazing how many organisations (not just publishing houses) across the globe don’t value the importance of retention. This is a "must read" for all companies, large or small, that care about and value their customer base and most importantly their bottom line.

Ranj Begley, chief content officer, Readly

If you want to know how to keep customers longer then you should read this! Great work from Julian Thorne - a much needed guide, not just for publishers but all recurring revenues businesses.

Shane Redding, digital, direct and data marketing consultant, Think Direct

A really insightful read, well put together.

Adrian Hughes, group managing director at Marketforce and TI Media

To those publishing contacts in my network, this is a must buy. I've worked with Julian for a number of years and what he doesn't know about subscription retention / acquisition isn't worth knowing…

Jordan Adams, managing director, Martech Tracker

Great work Julian Thorne and a useful add to the body of knowledge on subscription and membership businesses!

Robbie Kellman Baxter, author of The Membership Economy and advisor to the world's leading subscription-based companies