433 – Building a Hybrid Membership Model: Lessons from Freelancer Magazine

Membership Geeks Podcast with Mike Morrison

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In this episode, I dive into the fascinating story of Freelancer Magazine’s innovative hybrid membership model with founder and editor Sophie Cross.

We explore how an independently published print magazine not only survives but thrives by blending traditional publishing with a thriving online membership and community for creative freelancers.

From virtual coworking sessions to exclusive member directories and content, I uncover the secrets behind building a sustainable, community-driven membership alongside a premium print product.

Whether you’re a membership owner, a publisher, or just love creative business ideas, there’s a lot to learn from Sophie’s journey.

In this episode:

What does the membership offering at Freelancer Magazine include beyond the print and digital publication, and how are these elements structured for members?
How did the transition from a print-only magazine to a hybrid membership model come about, and what evolved along the way?
In what ways has the online community and member features impacted retention, member engagement, and the direction of the magazine?
How are marketing strategies for Freelancer Magazine adapted to suit both the traditional print side and the dynamic online membership community?

Key Quotes & Takeaways:

"Virtual just seemed to make more sense. It's really accessible to people. We started doing some virtual co-working and it just took off - it's really popular. We probably get between 15 and 30 people every morning, and when volunteer hosts started running the sessions, it began running itself. Some people join the membership just for that community, while the magazine becomes a nice add-on."

"We actually don't have a Facebook group or a circle group - and that's intentional because other communities do that well. The magazine has become the hero product, but it's all about getting the community connected in different ways"

"Because we're relatively small, with about a thousand paid subscribers and 5,000 in the newsletter community, I can personally reach out and offer solutions - like a complimentary digital copy if someone's struggling financially. That kind of one-to-one feedback is really, really nice, and chasing specific churn percentages isn't of interest to me right now."

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