Launched in 1955, the English paper was long known as The Daily Yomiuri. It changed to its current name in 2013 as part of a major renewal of the newspaper’s content. Their mission is to offer the latest and most reliable information about Japan to the world, covering both domestic and foreign news.
Watch Fumihiro Kitayama, Former Managing Editor of The Japan News and Ms Yuki Hasegawa, Former Deputy Managing Editor of The Yomiuri Shimbun share how The Yomiuri Shimbun is utilising MPP Global’s eSuite to maximise subscriber revenues in this video. >>
To reach audiences outside Japan and successfully drive revenue growth, Yomiuri Shimbun required a platform that was able to identify and respond to the needs of our worldwide readers.
By limiting the newspaper service only to the print edition, Yomiuri Shimbun understood the difficulty of broadening their subscriber base outside of Japan and needed a digital solution to reach audiences worldwide.
Utilising eSuite for end-to-end subscriber management, the Yomiuri Shimbun was able to separate their existing domestic audience, who receive digital access as part of their print subscription, from their overseas audience who would need to subscribe for full digital access.
In addition, a microtransactions model was introduced for non-subscribed users, that would allow two free articles a week using eSuite’s powerful Intelligence and Decisioning metering controls, and a pay–per–article beyond that. The methodology behind this approach was not only to drive reader revenues, but also help to identify trending topics that could shape the editorial direction of the publication.
This means that all customer accounts, revenue, reporting and analytics are available through eSuite, and each type of subscription is also set up in one instance of eSuite. The pricing and offers are independent of each other, which will really empower promotions to the growing overseas markets.
The reason we selected MPP Global is because it’s a service where we could separate our readers, domestic and foreign, to give separate services. Before MPP Global, the system did not allow us to have such a service, so we were looking for something that would allow us to do that.Ms. Yuki Hasegawa Former Deputy Managing Editor of The Yomiuri Shimbun
The primary objective was to take advantage of international readership by providing a digital subscription and micropayments solution for overseas readers, without compromising service to the existing, Japanese readership. This can be supported by independent subscription services under eSuite’s Revenue and Billing module.
Improve Global Acquisition
Managing the growth of The Japan News globally was a core focus of the project, ensuring that the end-to-end process was diverse. Using eSuite’s Acquisition and Conversion module gives The Japan News a wide toolset to drive customer engagement and increase subscriber numbers.
Flexible Pricing & Promotions
A key differentiator into today’s publishing landscape is the ability to create different products and services in real-time, adjust and amend pricing and packaging instantly and to deploy, test and optimise marketing offers and promotions without having to rely on external 3rd party systems.
The Yomiuri Shimbun were able to increase efficiencies when handling customer queries pertaining to the Japan News subscriptions; specifically, self-care options to streamline the customer care process. By empowering subscribers to manage their own accounts using eSuite’s self-care functionality, The Japan News could redirect resources to other areas of the business.
The Yomiuri Shimbun have taken full advantage of eSuite’s end-to-end subscriber lifecycle management solution to power their global expansion and digital distribution of The Japan News.
Launched in September 2019 and powered by eSuite, registration is open for readers around the world to purchase a Premium subscription to The Japan News. Premium members receive full access to all content, plus the new weekly digital ePaper. A free Standard membership is also available to all readers. Overseas Standard members can read up to two Premium articles per week, with a cost to access additional Premium content on a per article basis.
Subscriber data at The Japan News also benefits from MPP Global’s Level 1 PCI-DSS and SOC2 compliance, GDPR guidelines and data extraction tools to galvanise their data, in line with The Yomiuri Shimbun's own robust and thorough processes.
With the continued insight, expertise and support offered from MPP Global’s Tokyo-based team, we have great hopes for the project as we continue our digital journey with The Japan News.
We expect eSuite to play an important role in expanding our international readership. By using MPP Global’s other services, we are positive that we can meet the needs of our business, such as making flexible pricing, promotion and marketing strategy.