Vogue · B2C · fashion magazine
Offer everything from a free app to pricey white-glove in-person experiences
Unknownpricingupsell-expansion
What they did
Vogue monetizes across the demand curve via membership and community rather than app tiers: very high-priced, select, white-glove IRL products at the top down to freemium in the app.
In their words
Sub Club by RevenueCat · How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast“We have extremely high price products, very elite select people, everything IRL, everything white glove to all the way down to freemium in an app”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Pitchfork: Make readers register to read a site that was always freeBacklash the next day; wall taken down to reset the product first
- Vogue: Let the editor-in-chief pick which content goes behind the new app paywallGuest says her gut was right; no numbers
- Pitch 'over 100 channels' instead of the 6-8 people actually watch'Over 100 channels' won every test against a small-package pitch
- Wired: Make editor Q&A sessions subscriber-only and add them to the subscription
- The Washington Post: Pair the news subscription with coffee: cafe access and branded coffee beansGuest cites press and business results; no numbers
- The Washington Post: Bundle the news subscription with Headspace for readers overwhelmed by newsGuest cites business results but warns partnerships are very hard
- Architectural Digest: Right after someone subscribes, offer the business membership in a pop-up~5% take it, adding $100-200 LTV each at zero extra acquisition cost
- The Washington Post: Offer a $2-a-month, 4-stories plan only to visitors unlikely to subscribeLTV impact not shared; aimed at getting people into paying at all
- Brightmind: Sell coaching, 4-hour online events and week-long retreats to app subscribersRevenue up 50%
- Condé Nast: Launch new premium tiers for fans willing to pay moreAdoption stuck at 1-2%; now default no unless a bigger cohort is proven
- Condé Nast: Bring readers together in person and use the app to connect event to eventGuest describes a positive cycle; no numbers