Jack Marshall

The average promotional price for large publishers’ subscription products dropped for the second month in a row, Toolkits research found.

Subscriber acquisition and retention, data and analytics, pricing and promotional approaches and emerging technologies and tools top the list.

NYT executives repeatedly attribute subscriber growth to its ability to offer high-quality content from leading journalists on an ongoing basis.

Subscription models aren’t right for every publisher, but some are building robust advertising and subscription businesses alongside each other.

Metrics tailored to specific products and audiences are required for publishers to understand and manage sleeper populations effectively.

The average price offered to new subscribers dropped between June and July, Toolkits research found.

Subscription technology provider Piano released its 2022 benchmark report last week. The company’s tech is embedded on hundreds of publisher sites so it has good visibility into subscriber trends developing across the industry.

It will become increasingly clear in the months ahead which technologies, tools and platforms are best equipped to support their long-term success.

Registration walls are emerging as an integral part of many publishers’ product approaches as they attempt to forge closer relationships with audiences.

The majority of large publishers with digital subscription products are currently offering discounted trials to help drive new subscriber acquisition, according to Toolkits research.