2019

The all-in-one subscription, offered by our latest partner, Vanity Fair, is probably the strongest and most strategic option for most magazines. There’s a solid business case: adding legacy content sweetens the value of a subscription while strengthening the overall brand, and it has successfully been used as justification for a gradual increase in price. The New Yorker, like Vanity Fair a Cónde Nast Publication, has roughly doubled its annual subscription price since adding its full online archive ten years ago.

The all-in-one model works best editorially: current editors can resurface pieces, put together contextual bundles, and send new and old content out via social media channels

What’s more, the all-in-one model works best editorially: current editors can resurface pieces, put together contextual bundles, and send new and old content out via social media channels, without worrying that they’re talking to different but overlapping audiences of print vs. archive subscribers.

Unifying a publication’s entire history under a single subscription for one price (with whatever metering or trial offers) means you serve one loyal audience that can engage fully with your past and present.