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Can publishers in the region persuade more consumers to pay for their publications?

Amongst the speakers at this month’s inaugural FIPP Middle East and North Africa conference was a woman trying to sell the impossible.

Her name is Carola York, managing director of Jellyfish CoNNect. She was discussing strategies for maximising subscription acquisitions in a market where paid subscriptions have not traditionally been a focus for publishers and are alien concepts to most consumers.

Yet utilising digital marketing campaigns to sell print, digital and app subscriptions is her forte and she’s determined to prove that such campaigns can work in the region. For the publishing world to thrive, we’d best hope they do.

How do you go from free to paid subscriptions? H


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