Bundling is the new normal — why major publishers are massively betting on bundles and how Zeno helps with this

Bundling is the new normal — but the practice remains unruly. How do publishers go about it?

At the INMA Subscriptions Summit, one trend stood out: bundling. Publishers worldwide are using this to increase customer value, improve retention and appeal to new target groups. But despite the enthusiasm, successful execution remains difficult.

There are 3 forms of bundling:

• Internal bundling: multiple own titles in one subscription. Like DPG, where you get access to all the newspapers in their portfolio.
• External bundling: collaborating with other publishers For example, NRC offers its subscribers access to the New York Times. The pairing? Zeno built it.
• Modular bundling: offering components such as news, games or cooking separately, such as the NYT. This lowers the entry threshold and increases conversion.