Paid subscription models have been tailored to the evolving needs of South African publisher Media 24’s audience.
In an INMA Ideas blog, operations director Edwina Lyners and advertorial writer and editor Tatum Whiting tell how the Cape Town publisher’s lifestyle division developed Paygates, pivoting to it to diversify revenue streams.
Adapting is a necessity for survival, they say, and with the decline in traditional print revenue, media businesses have had to innovate and explore new revenue sources.
“Despite our footing as South Africa’s leading media company across various sectors – including digital media, traditional print, e-commerce, book publishing, TV and distribution – Media24 has experienced the effects of changing consumer behaviours and technological advancements,” they say, pointing to a year-on-year decline of 7.4 per cent in the collective ABC circulations of all SA members in 2023.
“While advertising is still a high-margin source of revenue, the need to expand is even more prevalent now as diversification contributes to profit and, ultimately, to brand longevity.”
The launch of Paygates was a strategic move by Media24’s lifestyle division to introduce paid subscription models tailored to the evolving needs of its audience. “Paygates enhance the audience’s experience and serve as a powerful revenue stream,” says Lyners and Whiting.
“With anytime-access and flexible purchasing options, consumers can engage with the content seamlessly, reaffirming our commitment to consumer satisfaction.”
Curation is king: “These bespoke products are tailored to the audience’s needs and aligned with consumer trends,” they say. “They cover various topics, including health, fitness, learning new skills/hobbies, education and entertainment.
“Our trusted magazine brands and editorial pillars throughout our magazine stable already cover these topics.
The key to making Paygates successful has been meticulously curating topics with experts – “a perfect fusion of what works editorially and the expertise that specialists bring to the mix”.
Leveraging more than a century of journalistic excellence from legacy brands like Huisgenoot, Sarie, Fairlady, Tuis, Home, and Weg! & go!, the objective for the Paygates subscription service was to deliver bespoke content that mirrors evolving consumer trends.
“With an extensive audience nurtured by our long-standing publications, we offer this diverse array of products addressing daily life concerns. We aim to showcase exceptional value while guiding readers on a transformative journey of self-improvement, health enhancement, and skill development.”
One of the standout features of Paygates has been the ability to cater to diverse needs through unique offerings tailored for both Afrikaans- and English-speaking audiences in their native language.
These offers include Fairlady Walk Yourself Fit, Fairlady Hot Midlife Melt-Off, go!, and Take Better Photos in addition to Afrikaans titles such as Weg Neem Beter Foto’s, Sarie Draf Dit Af, and Tuis Stap Vir Stap. Paygates boosts the revenue portfolio and reaffirms a pledge to deliver premium, personalised content.
Looking to the future, Lyners and Whiting say that as traditional spending declines, emphasis will be placed on diverse revenue streams. “Media companies must remain agile, constantly innovating and experimenting with new ideas to stay ahead of the curve.
“In staying attuned to consumer trends, understanding their needs, and delivering quality content, Media24 sets a precedent for sustainable growth in an increasingly competitive landscape.
“By embracing diversity, innovation, and consumer-centricity, Media24 aims to chart a course towards resilience and relevance in an ever-changing world.”