As publishers vie to get consumers to sign up to their digital subscription services and in turn diversify revenue streams, Fairfax Media has partnered with Universal Music to offer new subscribers of The Age and The Sydney Morning Herald a free album of choice, each week for six months.
The subscription value add is a promotional partnership which will run for a limited time and will most likely be made available until Christmas.
Fairfax isn't the first publisher to tie up news content and music, with News Corp introducing a rewards scheme as part of its subscriptions, offering complimentary digital magazine subscriptions to NewsLifeMedia titles including Vogue, complimentary music streaming through Rdio and cinema tickets.
Earlier this year group executive, marketing for News Corp Damian Eales, outlined to AdNews the publisher's plan to switch from a subscription to a membership model that would offer readers benefits, services and rewards, as well as access to content across its newspaper brands.
At the time he told AdNews: “As an organisation we're very much moving from a transactional relationship with customers where we're selling an individual newspaper [to a customer] to a membership type relationship where we're providing that customer with content not just via our newspaper but also through the consumption of content be it online, tablet or mobile."
At the announcement of the publishers quarter one results for the 2015 financial year CEO Greg Hywood said, “digital subscriptions were launched about a year ago and we have established a large subscriber base which continues to grow.”
“The latest data shows that 61% of Australians aged 14+ consume Fairfax content across print, web and mobile. Across Australia and New Zealand we reach 13.5 million readers through our publishing mastheads.”
As of August this year The Sydney Morning Herald and The Age had 140,000+ paid digital subscribers, with another 111,000 eligible print subscribers had activated digital access to the sites.
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