How audience research & testing helped Corriere della Sera reach 384K digital subscribers
Corriere della Sera, Italy’s most-read newspaper, saw a significant spike in digital subscriptions at the onset of the COVID-19 pandemic. When this demand-driven acquisition rate normalized in 2021, the publication knew it needed to reevaluate its strategy to continue driving new subscriptions.
Fundamental to Corriere’s success was audience research and ongoing testing conducted in partnership with Piano Strategic Services. The insights they uncovered led to the following strategic opportunities:
- Annual subscription offer
- Dynamic paywall