Jack Marshall

The Reuters Institute for the Study of Journalism released its annual Digital News Report last week, which included a handful of key takeaways for subscription publishers.

Publishers are increasingly moving away from convoluted pricing structures, vague product promises and overly complicated features, opting instead to package and price their subscription products as simply and clearly as possible.

Publishers can extract additional subscription revenue by tying billing cycles to 4-week (or 28-day) periods instead of calendar months, but relatively few elect to do so.

Publishers can no longer overpromise and under-deliver with their products as subscribers demand greater value.

For many publishers, a blend of advertising and subscriptions is the optimal approach for maximizing revenue and driving sustainable growth.

Some publishers are using discounts and trials as a crutch, but others are using them to power sustainable subscriber and revenue growth.

Publishers will need to be more deliberate and realistic about the products and approaches they bring to market.

Publishers with metered subscription models are increasingly moving towards “freemium” approaches instead.

Content recommendations are an often underutilized tool for boosting subscriber conversions, retention and audience engagement.