Selling the event listing

The daily newspaper you recently joined has both a paper edition, which is delivered to subscribers and sold on newsstands, and an online edition. Although some parts of the online edition are free for all visitors, the full range of content is available only to readers who already subscribe to the paper edition or who buy an online subscription.

Readers responded so well to the online paid subscription model that the publisher plans to expand the range of subscriber-only content, including the section you write and edit – community and entertainment events, covering everything from movies and concerts to fund raising events and meetings of local business associations. All of the events you list can be found for free elsewhere – on local radio station and theatre company websites, for instance. However, your section provides the only "one-stop-shop" listing of all events within a 50-km radius of the city, updated daily. It also includes the original editorial content you create from brief interviews with visiting artists and community organizations and from your reviews of opening night performances and screenings. The publisher thinks people will pay for those unique features.

The marketing manager wants your help in selling the new subscription basis to event listing users. Her analytics reveal a broad audience, corresponding to the wide range of events you record. For her website notice, newspaper article and media release, she asks you for a list of visitor subgroups and benefits that would encourage them to pay for a service they used to get for free.