The Australian Financial Review’s strategy for subscription growth in 2020

• Michael Stutchbury, Editor-in-Chief of The Australian Financial Review, comments

 The Australian Financial Review, is set to maintain its subscription trajectory in 2020 aided by the launch of a new marketing campaign.

In 2019, the Financial Review saw double-digit subscriber growth, AFR reached a total of 2.647 million Australians in November across print and digital, according to recent figures from emma (Enhanced Media Metrics Australia).

The campaign, created by Special Group, launched last week underlines the role AFR plays in driving subscribers’ ambition and success.

Using the existing tagline of “the daily habit of successful people”, the new campaign asks the pertinent question, “Do you subscribe?”, linking this action to the mindsets, behaviours and habits that fuel Australia’s most ambitious people.

The Australian Financial Review is the masthead for Australia’s business people – executive decision-makers, sophisticated investors, political insiders – from those at the start of their career to the top of the corporate ladder. This campaign highlights how the Financial Review is a pivotal part of people’s individual success. It gives readers the confidence that they know what they need to know each day,” said Michael Stutchbury, Editor-in-Chief of The Australian Financial Review.

The campaign is running across outdoor, including a Sydney Wynyard Station takeover, print, including bespoke print executions throughout The Australian Financial Review, audio (podcasts and Spotify), display, social and 9Now.

David Eisman, Director of Subscriptions and Growth, said: “The Australian Financial Review is without a doubt Australia’s premier destination for business news. This campaign reminds our audience that subscribing to the Financial Review is key to daily success.”

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