Podcast Episode 34 – How To Market Your Subscription Business

Author Jon Quinton 2 min read time

Subscription based businesses have been on the rise for some time now, but even more so in 2020 as shopping and purchase behaviour has changed beyond recognition for almost everyone.

In this episode I speak to James Carson, General Manager at History Hit to talk through his approach to subscription marketing.

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History Hit TV is an online TV channel for history lovers, founded in 2018 and spearheaded by historian Dan Snow.

In addition to the online TV service, they also have a hugely successful podcast with millions of monthly downloads, a popular online publishing business and a newly launched ecommerce offering. If you have an interest in history – go and check it out!

The general theme for the chat was to talk about how marketing differs when selling a subscription vs more traditional products and services, and to find out what the best and most efficient drivers of growth are.

With so many offerings beyond just the TV subscriptions, it was super interesting to hear how each area of the business works together to not only support growth, but also support the wider business model.

If you’re involved with marketing for a subscription service then there’s a huge amount of valuable advice here, from looking at supporting areas through to what works well on social. With an extensive background in publishing, James dished out a ton of advice and useful insights within the episode.

James also recommended a book for anyone looking to sharpen their skills in subscription marketing – go and check out ‘Subscribed’ on Amazon.

What this episode covers:

  • James’ background in publishing
  • How marketing for subscription services differs
  • What channels work well for driving growth
  • How other areas of the business support subscriptions

Thank you to everyone listening in and if you enjoy the episode please do consider leaving a review on Apple Podcasts and subscribing on Spotify.






Having been involved in digital marketing for over a decade, Jon set up Overdrive Digital in 2016. With extensive experience in both paid media and organic channels, Jon has worked with brands ranging from small startups to global businesses.