An important question for news organizations with digital subscription strategies is how they can convert casual visitors into loyal readers who will pay for a subscription. With a strategy called the “ladder of participation,” Lior Zalmanson and Gal Oestreicher-Singer say that those occasional visitors can be converted into paying customers. Research by Zalmanson and Oestreicher-Singer shows that by gradually increasing a reader’s social engagement with the website, those readers will be more likely to pay for a subscription.
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