10 weeks, 10 promises, 24k new subscribers, 72% retention rate: lessons from Denník N’s subscription drive

Credit: Courtesy Dennik N

This story was originally published by FatChilli. It has been edited and republished here with permission

In a nutshell:

• Denník N defied expectations with a 72 per cent retention rate after a 10-week pay-what-you-want trial.
• Even when offered for free, 78 per cent of subscribers chose to pay, proving the perceived value of Denník N's journalism.
• Months of research into reader needs culminated in 10 specific commitments that became the campaign's core driver, doubling the subscription target in mere days.
• Turning 70,000 existing subscribers into campaign ambassadors via referrals and gamification was key.
• Social media also played a crucial role in getting help from influencers.

Denník N’s 10th anniversary subscriber campaign as seen by the public

REMP (Readers’ Engagement and Monetization Platform) Campaign module button banner on the homepage of Denník N with the campaign message and counter of new subscribers. Source: Denník N

In January 2025, the independent Slovakian news outlet Denník N planned to celebrate its tenth anniversary — and the fact that it had become a successful, debt‑free, sustainable media business.

The outlet launched an ambitious subscription drive to gain 10,000 new subscribers, making 10 promises should the goal be reached.

10 campaign promises of Denník N

1. We will unlock all texts published in the first 10 years of Denník N.

2. We will give a free subscription to all future first-time voters.

3. We will significantly increase the number of free short videos on social networks.

4. We will send Denník N for free to all senior clubs.

5. We will conduct 100 interviews with people who have not given up on Slovakia.

6. We will dedicate special newspaper editions to at least five Slovak regions.

7. We will offer all our videos to regional television stations for free.

8. We will organise lectures about the dangers of social networks for 10,000 students.

9. We will start educating young journalists.

10. We will dedicate 10 million ad impressions to organisations that improve Slovakia.

The team hit its 10,000 goal just four days after the campaign launched and attracted 24,366 within two weeks. Chief digital officer Tomáš Bella later noted that the original plan had been to reach 10,000 in six weeks.

Prospective readers could decide how much to pay for a 10‑week trial: the recommended €4 (half the standard rate), more than that, or even €0. Around one fifth (22 per cent) opted for the free option.

The true test for the campaign was whether readers would stick around after the ten-week trial expired. The result? An impressive 72 per cent of the new subscribers kept paying, switching to a €4 monthly fee for a year‑long, half‑price subscription.

Benchmarks suggest that up to 70 per cent of new subscribers cancel, as warned by Veronika Munk, director of innovation and new markets. So why did the opposite happen at Denník N?

As with many campaigns, the biggest peaks are in the beginning and the end. The double bump in the beginning is caused by launching the campaign on Friday, a small drop during the weekend and return on Monday. Source: A snapshot from REMP CRM

The context: navigating a challenging media landscape & crafting the promises

The campaign's timing proved crucial. It launched just as widespread news fatigue set in after Slovakia’s 2023 elections and the formation of a populist government that increasingly looks to authoritarian regimes for guidance rather than deepening ties with the European Union. People needed an alternative, and Denník N's trademark humour was able to cut through.

But it was the promises that really powered the campaign. Nko (read as "Enko", a shorthand used to address the outlet in Slovakia) had turned to these in past crowdfunders, for example, to distribute magazines on disinformation to schools if enough readers chipped in. But this was a first for subscription drives.

“We began by mining existing reader feedback—what they asked for most, what they complained about,” Bella says. Those insights shaped the 10 specific promises that ultimately powered the campaign."

A recurring concern in reader surveys was that some groups (like students) could not read full articles behind the paywall. Many feared that public opinion was “on a ticking clock,” vulnerable to Russian propaganda. Another issue was affordability: the paywall blocks some audiences, but removing it entirely could jeopardise the outlet’s finances.

A weekly-held "brain trust" was formed for the campaign, probing these concerns and brainstorming solutions: free newspapers for seniors, free online subscriptions for students, free anti‑disinformation books for libraries. The ideas kept flowing.

"At that point we visited every department," Bella says, "to see what the newsroom could handle in practice, what the book division could contribute, and how our social‑media presence might improve."

Two dozen promises were drafted and a small group of subscribers ranked them on their appeal, while the team considered the costs involved. The brain trust approved the final ten promises.

The first promise has been met as of February, as CEO Lukáš Fila announced that the archive had already been unlocked and the outlet would move ahead on the remaining promises.

On the homepage a top banner from REMP Campaign module always showed the current number of new subscribers with the goal next to it. When expanded, users could get access to their unique campaign link and see how many subscribers used it to get the subscription. Source: Denník N

A bold strategy: Flexible pricing, gamification, influencer marketing and the small things

Despite the fact new subscribers could pay whatever they wished (even nothing), four in five new subscribers chose to pay, on average, €4.

In effect, the team was running two campaigns for two audiences. One aimed at their current subscribers, and the other aimed at getting new subscribers (including ex-subscribers and registered users).

Existing subscribers and staffers alike could track in real time how many new subscribers joined through their unique referral links. Bella — despite his large social‑media following — finished second to journalist Monika Tódová.

Approximately 3,000 people used these special links, bringing in around 6,800 new subscribers. The most successful subscriber-influencer brought in 372 new subscribers. It was Sandra Sviteková, a YouTuber and influencer who has been creating videos about history since 2016 and amassed a large following both on YouTube and Instagram.

Sviteková was ultimately hired as an external video creator for the Denník N and has begun posting about life in the newsroom and the goals of the news organisation (see campaign promise no.3).

Social media proved an important funnel for the campaign. Denník N strategically used Manychat, a chatbot and marketing automation platform, to send personalised direct messages to social media followers who commented on campaign posts, automating replies and nudging them toward subscription.

There were some smaller tactics worth highlighting. The publication suspended all promotional or discounted subscription offers several months before the anniversary drive, turned off recurrent payment options and refined its onboarding flow. This heightened demand whilst promoting the ultimate marketing asset: quality journalism.

Key takeaways and lessons learned

• Big risks, big rewards: had Denník N played it safe, it would never have generated such momentum.
• Research and prepare well: knowing your audience and their needs goes a long way in crafting the right messaging.
• Go direct: people are willing to invest in quality journalism and a better future when explicitly invited to participate.
• Existing audiences are powerful recruiters: mobilising current subscribers through referral programs and gamification can significantly boost new subscriptions.
• Value justifies payment: even with a free option available, a significant portion of people will pay if they believe in the mission and see value in the product.
• Relevant promises matter: crafting meaningful promises is critical. But this part took Denník N the longest time to prepare and finalise.
• Be social media savvy: influencers and chat automation can create personalised connections and drive conversions.

David Tvrdon is a tech and media journalist and podcaster with a marketing background (and degree). He writes the weekly newsletter FWIW on tech, media, audio and journalism.

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