Over the past few years third party agents have produced growing numbers of print subscriptions from online “subscription stores” with a corresponding growth in their share of publishers’ acquisition budgets. There are north of 350,000 orders a year generated via the sites listed below, which is estimated to be more than 10% of all new subscriptions. It’s clear that publishers need to manage their agents to get the most from the opportunities – and to ensure that ROI is sustainable and that the orders being produced are both genuinely new subscribers and ones which renew profitably. All the stores operate on a CPA model, but with publishers paying either a flat rate per order or a percentage of the sales value, there is a substantial amount of money going from publishers to the agents.
Most of the stores are fishing in the same pool to a certain extent, with orders being generated through PPC, SEO, affiliate networks and emails to the agents’ own and third party data. This can mean that the agent is also competing with the publisher’s own efforts, so we have seen (in particular) restrictions on the PPC terms that publishers permit the agents to use, or on the amount of the bid, and making sure that the agent doesn’t use Google’s product listing ads to feature titles.
This has meant that agents have had to be more creative in finding new sources of orders that publishers cannot, so for example iSubscribe and ThreePM have developed a number of partner relationships, and Unique and iSubscribe supply libraries and schools. Newsstand and Unique also supply single copy sales and fulfil some subscriptions themselves rather than having a direct relationship with the publisher (as these subs are fulfilled from the retail supply, they don’t feature in publishers’ subscription figures).
I’ve listed the agents and their stores below, in order of the number of direct-to-publisher subscriptions (as opposed to those fulfilled by the agents themselves) that come through the stores or white-label versions of the stores. It doesn’t include orders from single-title sites such as those offered by Jellyfish and iSubscribe (e.g. National Geographic or BBC History).