Case Study: Frieze achieves new revenue streams and reverses print subscription decline with Pelcro

Media and Events Company Frieze Creates New Revenue Streams and Completely Reverses Print Declines S

Frieze, a leading media and events company in contemporary art that publishes frieze magazine and runs major international fairs, needed to move beyond an ad-funded, event-centric model to build long-term relationships and a niche database of high-value buyers. With no prior digital subscriptions and concerns about cannibalizing ad revenue, the organization sought a unified solution to combine print and digital offerings and turn one-time contacts into lasting members.

Frieze implemented Pelcro’s platform, launching a metered paywall (prompting sign-up after three pageviews), tiered plans for digital, print+digital and exclusive membership, and a customer portal. The change created a new subscription revenue stream without reducing ad income, transformed event attendee engagement into persistent memberships, and reversed a 12% annual decline in print subscriptions.

Frieze

Tom Laidlaw

Director of Audiences