The Washington Post · B2C · national newspaper
Bundle the news subscription with Headspace for readers overwhelmed by news
Guest cites business results but warns partnerships are very hard
Workedpartnershipspricing
What they did
Research showed readers felt overwhelmed by the news, so The Washington Post bundled with Headspace to offer a moment of calm. Guest's advice: decide up front who is the big fish; equal-size partners fight over whose stack and customer relationship it is.
What happened
Guest says 'business results behind it' and good press; partnerships hard to negotiate.
In their words
Sub Club by RevenueCat · How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast“The context also helped in the sense a lot of the research we got was people were just overwhelmed by the news.”
“But if you can make it work, I think very cool. Very cool for the press, and then definitely business results behind it too.”
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