Advertising vs. subscription models

People working in and around digital media often like to talk in absolutes, and one debate that’s dragged on in recent years is whether publishers should orient their operations around either advertising or subscription revenue as a core driver for their businesses. Those arguing one way or the other will continue to find examples to highlight as evidence for why ads or subscriptions provide the “best” model, but for many publishers it’s becoming increasingly clear that a blend of advertising and subscriptions provides the optimal approach for maximizing revenue, driving sustainable growth, and meeting the needs and expectations of audiences. And as more publishers revisit and alter their paywall approaches, many are gravitating toward “freemium” sub