The challenge
McClatchy and the Miami Herald / el Nuevo Herald faced the challenge every publisher knows: an aging base of print readers and an urgent need to grow the digital product — driving subscriptions and page views for the E-Edition.
What Rebel did
We built a full-funnel subscription growth program across 22 markets: email marketing, web banners, fixed sponsorship placements, paywall strategy, discount partnerships, direct mail to lapsed customers, and loyalty benefits for existing print subscribers — all coordinated as one system.
The results
Pure digital newspaper subscriptions grew 114% in the first year, with continued double-digit growth for the following three years. The program expanded the reader base to younger demographics and surpassed revenue targets across a program of more than $1 million.