Podcast Summary: Sub Club by RevenueCat

Episode: How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast

Date: October 29, 2025
Hosts: David Barnard, Jacob Eiting
Guest: Michael Ribero, Senior VP of Global Consumer Revenue, Condé Nast

Overview

This live episode features a candid conversation with Michael Ribero, a leader in consumer revenue at Condé Nast (Vogue, New Yorker, GQ, and more). The discussion zeroes in on media brand competition in a changing app economy, creative strategies for monetization—like bundling, unbundling, and post-purchase upsell—, and the perennial challenge of aligning value with what users are truly willing to pay for. Insights are practical for both large publishers and smaller app startups.

Key Discussion Points & Insights

1. The Blessing & Curse of Legacy Brands (03:18–06:36)

• Brand Recognition as Double-Edged Sword
  • Storied brands have early, positive associations, but risk appearing outdated.
  • Exposure often starts in childhood and must be nurtured long before a user ever buys anything.
• Media Brands as 'Frenemies'
  • Compete for user attention, not necessarily in a zero-sum game—readers often enjoy multiple outlets.
  • Big tech platforms (e.g., Meta) were once great for referrals but now see media as competitors for time, making collaboration complicated.
• Community & IRL Experiences as Differentiators
  • Bringing people together in person can create a positive cycle that drives deeper app engagement and community.

“Blessing in the sense where you have this storied past ... but you potentially get stuck in that past, or you essentially become your parents’ app—and nobody wants to be their parents’ app.”
— Michael Ribeiro [03:18]

2. Competing in an Age of Abundant Free Alternatives (06:36–12:54)

• Standing Out Amid Competition
  • It’s often acceptable to share users with competitors; the challenge is to be the first choice.
  • Differentiation and value proposition are key: “How do you get your widget on the home screen versus somebody else’s widget?” [06:36]
• The Value Conundrum: Free vs. Paid
  • During unpredictable demand surges (“Trump bump,” COVID), the challenge is how much to paywall without alienating potential long-term customers.
  • Condé Nast employs competitive audits, tests and learns aggressively, and is willing to “walk back” unsuccessful decisions.
  • Example: Registration wall at Pitchfork was removed after user backlash to preserve goodwill.

“You should try, and if you make a mistake, you can recover and you can walk it back and then take the next step.”
— Podcast Host/Interviewer [11:18]

• Intuitive Decision-Making Still Matters
  • Recent Vogue paywall decisions were ultimately made based on Anna Wintour’s gut feeling about what content had the most value—a reminder that internal alignment and expertise matter.

“Her gut was right. It was like, here's the most important stuff and this is the stuff we should make people pay for.”
— Michael Ribeiro [12:13]

3. Monetization Experiments: Bundling, Upsell, and More (12:54–22:15)

A. Bundling & Re-Bundling (13:49–16:49)

• Bundling is an Established, Effective Tactic
  • Combining properties (like GQ with Vogue) leverages the parent company’s breadth, although not every brand combination makes sense for every user.
  • At point of purchase, “giving people more for less money is always an equation that's going to work.” [13:49]
  • Surprising success of “more is better” messaging—even if users mostly want a small subset of content.

“When you get to that point of purchase, giving people more for less money is always an equation that's going to work.”
— Michael Ribeiro [15:04]

• External Partnerships are Tough but Can Work
  • Washington Post partnered with Headspace to offer a unique bundle addressing news fatigue.
  • Success depends on alignment, clear value, and understanding if you’re the “big fish or little fish.”

“When you have two companies that are kind of of equal size ... all of a sudden it's like, I want it on my stack and I want control ... so, you know, really being deliberate about that. But if you can make it work, I think very cool for the press and then ... business results behind it too.”
— Michael Ribeiro [18:09]

B. Post-Purchase Upsell (19:03–20:24)

• The Best Moment to Upsell Is Right After Purchase
  • Offer a next-tier product, another title, or even (for b2b potentials) a business membership.
  • Results can deliver significant LTV increases with nearly zero acquisition cost.

"That point of purchase is probably the most engaged your customer is ever going to be."
— Michael Ribeiro [19:11]

C. Monetization Beyond Content (20:24–22:15)

• Think Creatively—Don’t Just Upsell Subscriptions
  • Explore tangential products (events, memberships, coffee beans), especially for superfans.
  • These can “increase revenue 50% by just thinking out of the box.” [20:24]

“Especially if you just started an app, I think those are probably going to be your most loyal buyers. And knowing that the demand curve is not flat—it is probably very steep, especially for those first buyers.”
— Michael Ribeiro [21:41]

4. Unbundling: Addressing Subscription Fatigue (22:15–23:42)

• Micro-Products for Low-Propensity Users
  • Example: Washington Post “Starter Pack” lets users read 4 articles/month at a low price, capturing light but interested readers.
  • Selectively offered to low-propensity segments, not advertised as a main product.

“The thinking was, can you essentially create a micro product or a mini product, maybe the Diet Coke to the Coke.”
— Michael Ribeiro [22:20]

5. Tiering and the Willingness to Pay Curve (23:42–26:33)

• Premium Tiers & Communities
  • Building premium product tiers remains difficult: often only a low single-digit percentage of customers opt in, making the return questionable.
  • Value must justify a higher-tier—don’t rush to premium before capturing “low hanging fruit.”
  • For some brands, membership experiences and VIP “white glove” offerings (events, exclusive access) can serve high-value customers better than digital tiers alone.

“A lot of people want to launch a premium product ... but prove to me there's going to be enough value and that there is another cohort here that isn't just like 1 or 2% that we're going to do a lot of work for. Maybe not a lot of return.”
— Michael Ribeiro [24:48, also echoed in opening soundbite]

Notable Quotes and Memorable Moments

• On the Paradox of Legacy Brands:
  “You potentially become your parents app—and nobody wants to be their parents app.”
  — Michael Ribeiro [03:33]

• On Experimentation and Mistakes:
  “I love that you shared a mistake. You should make mistakes. Like, if you're not making mistakes, you're not trying hard to like get that balance right.”
  — Podcast Host/Interviewer [11:18]

• On Monetization Opportunities:
  “Once you sell your subscription, either sell something else, have someone else sell the real estate to someone else so they can sell something or ask someone to, you know, do some sort of action ... that point of purchase is probably the most engaged your customer is ever going to be.”
  — Michael Ribeiro [19:03]

• On Low-Propensity Pricing:
  “Can you essentially create a micro product or a mini product ... maybe the Diet Coke to the Coke.”
  — Michael Ribeiro [22:20]

• On Premium Tiers:
  “Prove to me there's going to be enough value and that there is another cohort here that isn't just like 1 or 2% that we're going to do a lot of work for.”
  — Michael Ribeiro [24:48]

Important Timestamps

| Segment | Timestamp | |-------------------------------|-----------| | Brand: Blessing & Curse | 03:18 | | Competition in Ad Age | 06:36 | | Paywall Balancing Act | 09:32 | | Importance of Testing & Mistakes | 11:18 | | Bundling Strategies | 13:49 | | Partnership Bundles | 16:49 | | Post Purchase Upsell | 19:03 | | Unbundling & Starter Packs | 22:15 | | Tiering & Premium | 23:42 | | Being Selective with Premium | 24:48 |

Takeaways for App Builders

• Brands must actively balance heritage with modern relevance—don’t be afraid to rethink legacy assumptions.
• Standing out in a crowded ecosystem requires real differentiation and a focus on community.
• Monetization is not “one size fits all”—test bundles, partnerships, and creative upsells, but be ready to pivot when results disappoint.
• Premium features or tiers must truly add value for more than just a tiny sliver of users.
• Most customers are open to upsell and creative offers right after initial purchase—don’t miss that opportunity.
• Sometimes low-priced “micro-products” can bring new users into the ecosystem and open up broader relationships.

In summary: Michael Ribero’s insights provide a roadmap for deploying, iterating, and—when needed—pulling back on monetization experiments. Large brands and indie app developers alike can benefit from relentless testing, honest internal debates, and a willingness to meet customers with the right value at the right price, at exactly the right moment.