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Sirius Dips Into The Online Vault In Hunt For New Car Subs

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Sirius XM (NSDQ: SIRI) has some positive momentum — and it seems, at least one creative marketer trying to flip former online users into paying car subscribers. The company is offering folks who’ve tried the service online a free radio and one month’s free service in exchange for setting up billing that kicks in after 30 days unless the user cancels.

The bet: the trial is long enough to get people so used to the service they’ll keep getting a package ranging from $12-$16 a month and maybe they’ll tack on $2.99 more a month for online and mobile app access. Sirius already offers a 30-day trial for its online-only version but this is the first time I can remember being approached for this kind of offer based on previous online access.

We had the current car for months before finally activating the 6-month free trial after several efforts, in part because the process drove me mad and part because we were heavy listeners to a local radio station and didn’t feel compelled until car travel kicked in, bringing with it the yen for access to sports, news, Deep Tracks, the Dead channel and more. A format change at the station increased our in-town listening. My guess is we’ll convert to paying subs again when the trial runs out, something that more than 45 percent of car buyers did in Q1 with Sirius XM trials.