Question-and-Answer Session
Operator
Thank you. (Operator instructions) Your first question comes from Matt Boyd - Aragon Global.
Matt Boyd - Aragon Global
Hi, Tom. Congratulations.
Tom Clarke
Thanks, Matt.
Matt Boyd - Aragon Global
I was wondering if you could provide a little bit more color on why ARPU increased to $326 in the first quarter?
Tom Clarke
Well I think, Matt as you know, in a subscription business there are times that you run different promotional products at different times of the year to try to generate interest in the product. When you launch a subscription service, that is typically what happens. So therefore, in the following year we are not running the same discounts to basically get people to sign up, so therefore when they renew, they renew more at a full price.
In addition, a lot of our directional products are priced higher than other products such as Real Money so as they continue to grow, that helps the ARPU move up.
Matt Boyd - Aragon Global
So this upselling, you believe, will continue to offset the addition of somewhat lower-paying subscribers?
Tom Clarke
Well Matt, essentially I am looking for any subscriber to come on. Do I think that we have the opportunity to continue to increase that as we launch new services and products? Yes. But in essence, as you and I have spoke many times, one of the things that when you look at our subscription business the metrics that are important to focus on is the number of net new subscribers in a quarter, which in this quarter was 1301, and to look at our deferred revenue which will be revenue we recognize over the course of the year, which was up to $12.5 million. So I think we have tremendous growth and we really look forward to continuing those trends.
Matt Boyd - Aragon Global
Great, thanks a lot.
Tom Clarke
You're welcome.
Operator
Our next question comes from Michael Moncroft - MRM Capital.
Michael Moncroft - MRM Capital
You guys did a great job, number one. Let me ask you this question -- the total advertisers, you had 85 last quarter. What do you have now?
Tom Clarke
Number of advertisers, last quarter we had 70. This quarter we had 69.
Michael Moncroft - MRM Capital
Okay -- I had 85 and then 63 from the quarter before.
Tom Clarke
63 in the third quarter would have been correct.
Well, the biggest opportunity again is on the advertising side. The advertisers love the idea that we’re bringing in kind of non-financial content, credit to the whole editorial group for creating a section on our site called ?The Good Life
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