Major publishers say they’re stepping up their focus on subscriptions as a core revenue driver as monetizing their audiences via other means – such as advertising and commerce – becomes more challenging. Many believe robust subscription revenue will be crucial for maintaining viable businesses as the media landscape shifts quickly around them.
Toolkits asked senior executives from 28 individual publishers how focused their companies are on building subscription revenue now compared with last year. Seventeen said their focus has increased, 11 said their focus is about the same as it was 12 months ago, and none said their emphasis on subscriptions has decreased. All of the companies currently operate a subscription business, even if they didn’t last year.
Responses were sourced from the Toolkits Executive Circle, a panel of carefully selected executives representing over 50 major publishers who contribute sentiments and perspectives on key industry themes and issues.