As more content moves behind paywalls, audiences are increasingly looking for ways to access it without paying.
Conversion-related goals and incentives inevitably dictate the nature of publishers’ content and products.
Subscription products oriented around analysis, insight, context and efficiency are often deemed more valuable.
Cookie-cutter approaches to subscription businesses rarely end well, even if they prove effective in the short-term.
For many subscription publishers, the year ahead will be defined by a reorientation towards quality and value across their products, operations and businesses.
A reorientation around revenue instead of subscriber volume will likely prove beneficial for many publishers.
When pricing subscription products, publishers should focus more carefully on the value perceptions of their audiences.
Focusing on price can result in publishers and creators adopting tools that may limit the long-term potential of their businesses.
Softening demand for news-focussed subscription products is driving publishers to broaden their content offerings.
Some ongoing challenges for subscription publishers were underscored by a handful of key themes, trends and developments that shaped the year.