Low-friction: the new subscription buzzword

Want new subscribers? Lure them in with baby steps. That’s the essential message in this excellent FIPP article about new magazine media reader revenue models that use micropayments to help move consumers through the sales funnel.

The article, which focuses on online content, suggests that rather than asking people to sign up for a whole digital subscription, you build trust and engagement slowly, by getting them to pay small amounts for a single article, a single edition, or for a day’s behind-the-wall access.  The argument goes that this provides incremental income in the short term, and a proven path to subscriber conversion in the longer term.