Telegram Media Grupa is a digital native company in Croatia that runs the news portal Telegram.hr, recognized for its investigative journalism and quality content and for being one of the first digital media to implement a subscription-based model on the Croatian market.
The media outlet joined our investment portfolio in 2023 after Pluralis, which is managed by MDIF, acquired a minority stake as the company was seeking a reputable media-oriented investor that would not compromise its editorial independence and would help it boost its digital growth.
MDIF’s Media Advisory Services supported the media group to enhance its subscription model and user engagement, with a focus on optimizing newsroom workflows, subscription segmentation and customer journeys. MAS also enlisted the expertise of a subscription specialist and MAS Expert-in-Residence to enhance newsroom workflows, optimize paywall efficiencies, analyze industry examples, address pricing and churn issues, and introduce subscription segmentation and improved customer journeys.
Here are some of the steps that Telegram.hr took to optimize subscription growth:
•The company initiated a subscription project aimed at enhancing user experience and increasing conversions. Key steps included streamlining the landing page, implementing an alternative open-source paywall solution and continuously improving the purchase path and user flows for various segments.
•They are developing the digital subscription base. By the end of 2023, Telegram’s digital subscribers had increased by 30% as compared to the previous year, while its online reach grew by 14%. Between April 2023 and April 2024, the company registered a 66% year-over-year increase in subscribers, a 6% growth in real users, a 79% growth in page views and a remarkable 146% growth in ad impressions.
Talking about the organization’s experience of working with MAS, Miran Pavić, CEO of Telegram Media Group, said: “Media Advisory Services has been of pivotal value as Telegram grows into its next development phase, becoming the leading publisher for premium news and services in Croatia.”
With these strategies and processes in place, the company is confident it can continue to build on its subscription successes.