“The timing piece is really important. The best way to do it: you announce it two or three weeks ahead and by the time the price increase actually takes effect they're going to be mid-show on these exciting new shows — that's the best way to do it.”

Time Your Price Increase to Coincide With a Major Feature or Content Launch

Rather than blaming inflation or external costs, the most effective price-increase communication leads with what's improving in the product. Reid DeRamus recommends timing the effective date of the increase to land mid-way through a big new feature rollout or content launch — when subscribers are already engaged and excited. The PR lumps come early, the enthusiasm peak arrives when the price actually kicks in.