Condé Nast · magazine publisher
Launch new premium tiers for fans willing to pay more
Adoption stuck at 1-2%; now default no unless a bigger cohort is proven
Failedpricingupsell-expansion
What they did
Previously launched new products and premium tiers to capture higher willingness to pay. Now the default answer to editors' premium ideas is no unless they prove a cohort bigger than 1-2%; instead invest in core subscription value, retention and pricing, or IRL and merch.
What happened
Adoption rates in low single percentages; judged often not worth the work.
In their words
Sub Club by RevenueCat · How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast“Before it was like, let's just launch new products and new tiers to capitalize on this very dynamic. Some people are willing to pay more than others. The adoption rates I've seen have been low single percentage, and it's like, well, is it even worth it?”
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