Hope I don't sound like an ass, but I think we're fooling ourselves if we think people will sign up for a 48 dollar membership when we know from previous years that only a tiny percentage signed up for the 12 dollar membership.
Looking back, I joined the club after quite a long time consuming their content for free. And the only reason I signed up, is because I wanted to support Baldmove, and because 12 dollars is such a low hurdle. On the other hand, the reason it took a long time for me to open my wallet, is that ... the membership just doesn't offer much added value. I get podcasts without ads, but I don't really mind the ads (they are usually quite funny). And then you get Lunch... but sorry, I am not going to pay 48 dollars to listen to 2 guys talking about their trips to the lake, and which video game they are playing. For that kind of stuff I just have lunch with my colleagues (sorry, no offense to anyone who is a loyal LWJA fan).
To cut a long story short, there needs to be a clearer distinction between "free" and "membership". A distinction that the homo economicus understand, and goes beyond the "I want to support these guys because they are so nice" incentive.
Here's my 2 cents:
As a member, I would like to get my podcasts (the unedited version, I guess) before everybody else. Not as a video, but as a podcast audio-file in my itunes library. Non-members need to wait a day.
As a member, I want to be able to give listener-feedback about the shows. Non-members cannot send in feedback. Or if they can... it is discussed only later in the show, after the members-feedback has been taken care of (and only if there's some time left)
Or maybe the distinction is that members are mentioned by name when they send in feedback which is discussed on the show, whereas non-member's feedback is anonymous.
I realize this sounds artificial, but I think people experience enormous value when the podcast-hosts take the time and energy to answer their question, and I think this feeling ("5 minutes of fame") should somehow be used to set the membership apart from the free stuff.
You could take this one step further by somehow having members given the opportunity to call in their question over Skype or have some way to make them a part of the show.
There needs to be content that is only accessible to members, and that is related to the shows that I love (for example GoT). In other words, if I come to Baldmove because of their GoT podcasts, it would be smart to offer me additional GoT content that requires me to sign up as a member. Maybe the Spoilore editions, or special in-between season episodes.
What am I forgetting?