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Plus Report - By Thomas Baekdal - January 2018

A Guide to Pricing Strategies for a Sport Site

The digital world has opened up many new ways of defining your publishing model and one of the clearest examples of this is when we look at sports sites.

Sport is a special type of publishing in that everything is seasonal, so designing a pricing model to match is one of the key ways that sports publishers can get a lot smarter about offering people exactly what they want.

In this 36 page guide, we are going to take a look at how you would create a pricing strategy for a sport site. We are going to talk about the power of upselling, how to use niches, and how to network them together to get a better result than if you were just targeting everyone as a mass-market.

In this guide, we are going to use Eurosport as a case study, not by what they are doing today, but by how we could redefine their pricing model for something much better.

Obviously, while the focus of this article is sports related, the insights that you will get can apply to many other forms of publishing. In fact, it applies to any publisher with a seasonal element, as well as most publishers who are tapping into the trend of niche publishing.

So, let's get started ... and we are going to start with the very end, by taking a problem that we often come across when publishers don't design their subscription and renewal process.

People only subscribe to watch something before the game

One of the most obvious things about sport is that timing has a very big influence on when people are considering subscribing to a sports site.

For instance, if you are a fan of tennis, you might be very interested in watching the Australian Open 2018 Tennis Tournament, which is taking place between January 15 and January 28.

If you are a publisher who is planning to offer people a way to follow this live, when would people be most likely to buy a subscription for this?

 
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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé

 

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