1) Ended 2011 with 1.7 million paying subscribers, up 22% from a year earlier. Ancestry added 1,000 net new subscribers in Q4, its lowest quarterly number in at least three years. So, they added 306,000 subscribers last year, but only 1,000 in Q4. What a decline! Q1-Q3 averaged + 100k, while Q4 was only 1k ... ouch.
2) Cost to acquire each new subscriber rose to $107.88, which also was at least a three-year high. A year ago, the subscriber acquisition cost was $96.87. So, costs up 11%. Ouch.
3) Average revenue per subscriber was $18.38, down for the second straight quarter but up from the year-ago figure of $17.78. Revs up 3%, but costs up 11%. Not good.
So, sales have dropped to nothing, costs have risen, and the time to recoup the -$108/subscriber acquisition cost with $18/subscriber revenues is going up. This business has turned upside down.