Marketing readers react to Globe Unlimited’s introduction

On the heels of news that yet another major Canadian newspaper is changing its online model comes results from our informal online reader poll. We asked what the marketing community thought of the communication strategy for Globe Unlimited, The Globe and Mail‘s newly launched online subscription service that will cost 99¢ for the first month […]

On the heels of news that yet another major Canadian newspaper is changing its online model comes results from our informal online reader poll.

We asked what the marketing community thought of the communication strategy for Globe Unlimited, The Globe and Mail‘s newly launched online subscription service that will cost 99¢ for the first month with a subsequent cost of $19.99 every month thereafter.

To spread the word among current and prospective readers, the Globe launched a special online hub of information about the service that included interviews with key editors, how-to videos and a letter from the publisher.

Here’s how Marketing readers rated the effort:

“Will Globe Unlimited’s marketing successfully promote the new online subscription service?”
• Yes. It does a good job of explaining the product and makes it attractive – 42%
• Bad marketing. Bad product. Bad results to come – 29%
• It’s a sound approach, but won’t convince skeptics of Unlimited’s value – 23%
• No. Wrong approach, but the product will do fine anyway – 6%

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