![]() The end result is membership that offers more value than its cost with these two variables not being anywhere close to each other.Īs someone who’s trying to build his own paid subscription offering, I struggle each week to produce enough high-quality content to deliver to both paying and non-paying subscribers. This has resulted not only in reduced churn (a good thing), but also continued subscriber growth as my priorities have allowed me to remain focused on adding value to membership (versus trying to boost subscriber numbers). With Above Avalon, I made the decision to focus on long-term, high-quality membership relationships. Cybart argued that this just increases churn and dilutes the value of the membership: Studying paid membership models closely, I’ve noticed that many try to lure users in with massive discounts for some period of time. This is the opposite of what is typically done as many start with an industry focus and then analyze specific companies. This ends up being my secret sauce for covering Apple - start with a company focus and then move outward to cover an entire industry while keeping Apple at the central point. In addition, industries that Apple competes in receive my attention. Since Apple doesn’t operate in a vacuum, an “Apple focus” includes analysis of other companies including, but not limited to Alphabet, Facebook, Amazon, Microsoft, Spotify, Netflix, Disney, Fitbit, and Sonos. ![]() Cybart discussed how he threads the needle of speaking to both narrow and broad audiences: By covering Apple exclusively, Cybart doesn’t need to compete with the mainstream tech blogs and can cover more arcane topics that they can’t touch on.īut the downside to going super niche is you limit the potential audience that can be converted into paying subscribers. The upside of focusing on a narrow niche is that you face less competition. His article is packed with great insights for anyone who wants to create their own niche newsletter and monetize it through paid subscriptions. In 2015, he launched the program for Above Avalon, a niche publication that covers Apple, and for $200 a year members get 2,000-word newsletters four days a week. The complete Above Avalon Podcast episode archive (162 episodes) is available here.Neil Cybart published a fantastic rundown of lessons he’s learned after five years of running a successful paid membership program. Share Buyback 101: An Examination of Apple’s Share Repurchase Strategy (Above Avalon Report) The Big Question Now Facing Apple (Above Avalon Weekly Article)Ībove Avalon Episode 160: Let’s Talk “Apple Tax” (Above Avalon Podcast)Ībove Avalon Episode 143: Look at the Capex (Above Avalon Podcast)Ībove Avalon Episode 161: Apple’s Spectacular Year on Wall Street (Above Avalon Podcast) To sign up and for more information on membership, visit /membership. ![]() Receive Neil’s analysis and perspective on Apple throughout the week via exclusive daily updates (2-3 stories per day, 10-12 stories per week). Additional topics include why predictions contain so little value, the number of Apple users, and Apple in emerging markets. In episode 162, Neil goes over his list of questions for Apple in 2020, and the discussion culminates with one overarching question that covers Apple’s largest challenge and opportunity. At the start of a new year, there is less value found in coming up with predictions than there is in looking at questions facing the company. ![]()
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