Mainichi Newspapers was an early mover online. The company began providing digital content in addition to its print media in 2015, offering news and other content via subscription. The company deployed a two-pronged strategy to build their digital subscriber base, with a focus on subscription revenues as a core success metric. Convert with intent. Traditional newspapers interact with customers in a one-way fashion, delivering content and hoping for reader eyeballs to potentially drive advertising spend. Mainichi Newspapers made the conversion of readers to subscribers an intentional part of their revenue strategy. Dynamic paywalls, smart audience segmentation, and personalized offers helped drive efficient subscriber acquisition. This strategy required agile subscription management that could deploy and redeploy products and offers quickly. Turn conversions into relationships. Unlike old school news, Mainichi Newspapers doesn’t take its readers for granted. Digital subscribers are nurtured with content, initiatives, and activities based on data analysis to improve user engagement and increase retention. This strategy requires robust subscriber insights to execute effectively. With these strategies in place, Mainichi Newspapers is poised to stabilize and grow their business based on digital subscribers. Long-term relationships not only provide more stable revenue, they also have the potential to reinvigorate an older revenue stream: advertising. Mainichi plans to use the robust customer data gathered from its digital subscription platform to build a better destination for advertising buys. And that’s good news for Mainichi Newspapers.