How Boston Globe CEO Doug Franklin is doubling down on consumer revenue

As part of the Local Media Association Boston Innovation Mission, participants are sharing their top takeaways in a series of short stories. On Monday, the group visited with Boston Globe CEO Doug Franklin.

Challenge: How to transform a legacy media organization dependent on advertising that had a lack of clarity between its two websites (BostonGlobe.com and Boston.com).

Solution: The paper put a premium on consumer revenues through digital and print subscriptions. They have seen significant growth in converting digital subscriptions by extending their pay meter time frame by 15 days (30 to 45) and personalizing content to existing digital subscriptions. That approach has driven engagement which has helped drive retention. Today, the have 86,000 digital subscribers with the goal of getting to 100,000 by the end of the year and 200,000 in 24 months.

Bob Brown, President, Swift Communications