Case Study: The Irish Times achieves 60,000+ digital subscribers and reduced churn with MPP Global's eSuite

The Irish Times implements subscription technology alongside successful churn management capabilities

The Irish Times, one of Ireland’s largest newspapers with a daily reach of ~534,000 and millions of monthly online views, sought to monetize its growing digital audience while reducing subscriber churn. The publisher needed a centralised subscription platform and effective retention tools to manage print and digital customers, introduce flexible pricing and offers, and stop revenue loss from failed card payments.

Working with MPP Global’s eSuite, The Irish Times launched a metered paywall, flexible product management and a Retention & Recovery module (retry rules and card updater) to improve conversions and involuntary churn. Since going live in 2015 the publisher doubled subscribers in year one and now has over 60,000 digital and home-delivery subscribers, 15,000+ daily ePaper circulations and 120,000 app downloads, while involuntary churn fell from 3.5% to 1.1%; updater and retry programs restored many at-risk payments.

The Irish Times

Derek Wilson

Technology Director