Creating a Global Profitable Subscriptions Growth Strategy for The Guardian Weekly
The Client:
Guardian Weekly is The Guardian’s international news magazine, delivering a curated selection of global journalism to readers worldwide.
The Challenge:
Size the global market potential for the magazine.
Refine the pricing and offer strategy to increase profitability
Developing a compelling multi-market customer value proposition.
Strengthen long-term subscription stability
Strategic Approach:
Atlas focused on long-term value (LTV) profitability as the guiding principle and implemented a data-driven approach:
Built strong business cases for marketing investment in key territories.
Refined targeting strategies to maximise both owned and paid media opportunities.
Diversified the acquisition mix to ensure sustainable growth.
The Results
The campaign delivered substantial growth across multiple key metrics:
+22% increase in forecasted three-year LTV profit following a two-month campaign
20% uplift in UK acquisitions, exceeding targets
59% growth in Australian acquisitions, with long-term gains in acquisition performance
+4% total subscriptions growth
Paid conversion rate more than tripled.
What the client said
“Atlas went above and beyond in getting beneath the surface of our business and truly understanding what makes us tick. Their insights to positioning within the market, market sizing & routes to market have been invaluable in our scaling plans for new core business units. The team have been diligent, tireless and incredible in their pursuit of the project goals. I’d thoroughly recommend them to any brand.”