This has been the way to 100,000 subscribers

• Premium EL MUNDO exceeds 100,000 digital subscribers

EL MUNDO has just reached 100,000 digital subscribers, but behind this round figure there is something that is not usually talked about: years of synchronized work between the newspaper's editorial staff and the subscription, product and advertising teams.

[You can become a subscriber to EL MUNDO here]

After two years of market analysis and definition of our model, in 2019 we made the decision to be

and we did so with a business plan that expected reaching

At that time

giving lectures on why the paywalls in Spain were not going to work, in addition to predicting the collapse of our audiences and the consequent collapse of advertising revenue.

Well, we have reached that goal that seemed impossible just after we were three years old and, at the same time, we continue to be

with a great advantage over our competition.

And, little by little, that model was replicated by all the general media in Spain.

In our case, we opted for a

-a combination of open and paid news- precisely to less damage the advertising business.

And it was the same that was applied later by

or

among many others.

Only

opted for a

in our market -a monthly quota of free news before demanding payment-, but in January of this year they also turned their strategy towards freemium.

This is not to say that it was easy.

The great peaks of growth are associated with periods of high demand for information that must be taken advantage of by offering the best content.

It is then where the big media make a difference by having

In Spain it happened with the Covid pandemic, the crisis of the PP or the war in Ukraine, just as in the US the historical headlines skyrocketed their subscriptions with the arrival of

to power or in the United Kingdom with

and the government of

Then there are many valley periods, like the last few months, with slower or almost flat growth.

There the key is retention: that the subscribers that you already have

(that they read you recurrently, wow).

To contextualize the impact of the inflationary situation we are experiencing,

in the first half of the year and has had to modify its business model.

And it is the great giant of paid content.

In these difficult times, everything depends on the ability to generate original content, especially in a freemium model like ours, which examines you every day: when you publish big topics like Barçaleaks or lead the information on big debates like the Trans Law or the crisis in Justice, registrations are growing at a good pace.

The days with fewer topics that connect with your audience are immediately noticeable: the registrations plummet.

But the most important thing in these periods is the capacity for retention, which allows you to keep your subscriber portfolio positive.

And in times of information fatigue,

to remain present in the routines of its subscribers.

At this point, our notification and newsletter strategy has been key, which is about to reach

Most of them are personalized and made by many of our best journalists, but in recent months we have launched others that are tailored to the consumption of each user.

We have also accelerated this month in the search for registered users, which has made us increase the daily acquisition of these registrations by 80%.

The model consists of allowing those who sign up to

-added content that is published every day just by leaving their email.

This is why we are so pleased to have achieved that EL MUNDO has not lost subscriptions in any month since the launch of its payment model and to have reduced our

(unsubscription rate) in recent months, which is already below 3 % monthly.

It is also important to achieve this goal that

This data defines the loyalty of our community and makes us especially proud.

But

of readers, if possible at a higher rate.

We want to apply everything we have learned in these first three years and exploit all the opportunities that technology offers us.

We

Our goal is that there are many, many more.

According to the criteria of The Trust Project

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