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December 1, 2020updated 30 Sep 2022 9:49am

Hearst was forced to cut magazine subscription offers due to surge in take-up during lockdown

By Charlotte Tobitt

Magazine giant Hearst had to take action to stem losses from discount magazine subscription offers as new subscribers jumped 233% following the start of the pandemic.

The start of the first UK national lockdown in March saw Hearst’s subscription acquisitions “somersault” from being up 5% year-on-year to up 233% according to consumer revenues officer Reid Holland.

But many of these new subscribers made use of the cut-price subscription trials commonly utilised by publishers, with deals such as three issues for £1 designed to entice new readers into signing up.

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