Rethinking the subscriber volume chase

Many publishers have ported the growth attitudes that powered advertising operations over to their subscription businesses. Some are now beginning to think more carefully about the long-term costs of aggressive short-term growth tactics, and what strategies and approaches are necessary to fuel sustainable growth A reorientation around revenue instead of subscriber volume will likely prove beneficial for many publishers. For publishers, part of the appeal of subscription models was the opportunity to move away from the volume-first mindsets that have historically underpinned ad-supported digital media businesses. Direct reader revenue should – in theory – enable them to serve their audiences in more interesting and valuable ways, and help reduce reliance on the distributio