Digital Freemium Editions for Subscriber Growth

A scalable model for subscriber growth

During production of the World Cup issue, a copy editor and I proposed creating a free digital edition that could live alongside the core app as bonus content. The idea was to test whether more immersive editorial experiences could drive engagement and support subscription growth.

We pitched it to sales and subscriptions as a low-risk experiment. Printed booklets were already being used as subscriber gifts, so we explored whether digital content could serve the same role. By working within existing budgets and production schedules, we were able to extend the life of content already being created, including extra video, unused photography, and behind-the-scenes material, and offer subscribers something deeper than the standard app feed.

Clear, simple guidelines made the format easy to replicate.

Because the initial World Cup Edition performed well and followed an easy-to-develop, turnkey pattern, we planned additional editions using it as a digital template. Clear, simple guidelines for photographers, photo editors, and content specialists made the format easy to replicate, allowing future editions to be produced quickly and adapted to new cover stories or cultural moments at low cost.

World Cup Edition

Content included: Live updating bracket, match bar locator, team chant audio, player fitness videos, local cuisine features, and a curated shop with official and limited-edition gear.

Ideas for Future Editions

The Strength Edition, featuring Charlie Hunnam Exclusive interview video, app-only functional workout, behind-the-scenes footage and photo outtakes, bonus travel workout, and editorial on focus and longevity.

The Comedy Edition, featuring Jimmy Fallon Improv and performance confidence clips, public speaking and anxiety tips, wellness and stress reduction features, voice and posture exercises, and behind-the-scenes content.

Guide to style Edition Exclusive fashion shoots, body-type-based styling guides, fashion advice, fit and tailoring videos, seasonal shopping.

Key Takeway: Freemium experiments can scale into sustainable subscription models.