Lure one sheet

Although a large number of consumers prefer shopping online, only about one percent of newspaper subscriptions come from online sales, said Matt Sokoloff, who recently wrapped up a fellowship at the Donald W. Reynolds Journalism Institute.

“That’s not consistent with most shops that have an online store and a brick and mortar store,” said Sokoloff. “We should and can be doing more.”

According to Sokoloff, typically about seven to 12 percent of major retailers’ revenue comes from online sales. Wanting to come up with a potential solution, Sokoloff and his fellowship team are using the latest e-commerce marketing technology to help news organizations sell more digital subscriptions through a new membership capture platform — Lure.

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