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Australian Community Media

ACM grows digital subscriptions with a premium app

Full featured app incentives farmers to switch to a paid digital subscription

The Opportunity

Australian Community Media (ACM) is Australia’s largest publisher of regional and agricultural news. ACM is undertaking a multi-year digital transformation process which includes implementing paid digital subscriptions on its agricultural mastheads. During planning, audience research identified a strong preference for a native app, and an opportunity to deliver value beyond ACM’s core news content by offering additional features that would be of benefit to the farming community.

To increase the value proposition of a paid digital subscription, ACM decided to invest in a full featured app. In addition to agricultural news content, the app would include functionality for recording rainfall data, viewing historical weather conditions, livestock & grain market reports, and a number of other features.

"Delivering fast, accurate agricultural news to our audience is the core of our business at ACM Agri, and our partnership with Google has given us the opportunity to strengthen our offerings to our audience by putting more functionality into our five mobile news apps for The Land, Queensland Country Life, Stock & Land, Stock Journal and Farm Weekly."
Penelope Arthur
National Agricultural News Editor, ACM Agri
ACM - Headshot - Penelope Arthur

The Project

A workshop with a Google UX / UI expert at the start of the project changed ACM’s initial approach to how the app should look and function, resulting in a more modern and appealing user experience. The bundle of news and broader agricultural functionality landed well with the audience, and more than twice as many people downloaded the apps than expected, indicating strong customer engagement. Once in the app, engagement is strong, and churn is low.

The key insight of this project - that even more traditional audiences will pay for digital subscriptions if the value proposition is right, is now being applied across ACM’s network of 83 paid subscription mastheads.

  • 11 minutes average engagement time per session.
  • 4.78 star ratings on Google Play, and 8,475 downloads
  • 2x Digital Ad CTR compared with ACM’s Websites
ACM - Image 1
The latest agricultural news and updates are available in the app.
Untitled design (9)
Users can browse agricultural classified listings on AgTrader.
Untitled design (10)
Users can read the latest newspaper edition in the app.
Untitled design (9)
Users can browse agricultural classified listings on AgTrader.
Untitled design (10)
Users can read the latest newspaper edition in the app.
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