New York Magazine
Industry: Publishing
New York Magazine covers culture, politics, and urban life through its acclaimed digital and print publications. Its editorial brands — including The Cut, Vulture, and Intelligencer — attract a large, engaged audience and power a growing subscription and ecommerce business.
The Brief
New York Magazine aimed to grow digital subscriptions but struggled with users dropping off after reaching the free article quota and not engaging with the paywall.
“Daydot enabled us to fast-track our experimentation program, and deliver measurable growth in a very short space of time.”
— Michael Doss, Digital Experimentation Director, New York Magazine, Vox Media
The Numbers
+12%
Increase in subscription conversion rate
+1,180%
Return on investment
+27%
Uplift in paywall click through
The Solution
We analysed user interactions and found the paywall was generic and repetitive, causing disengagement. We personalised the experience by tailoring paywall headlines based on article content and adjusting style and branding to better resonate with users and drive conversions.
The Results
By making the paywall more relevant and compelling, we nudged more users down the acquisition funnel, achieving a 27% uplift in paywall click-through rates and a 1,180% return on investment.
