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Economic instability was the prevailing theme of the first quarter. Publishers began the year nervously as consumers and businesses continued to limit their spending, and advertising budgets remained difficult to unlock.
The good news is conditions weren’t as bad as some expected. Demand from advertisers was stronger than some publishers had forecast, and although converting new subscribers remained a challenge, most publishers saw little evidence of the widespread churn some observers predicted.
Publishers say they’re cautiously optimistic about the second quarter, but new headwinds and challenges loom on the horizon.
We expect the second quarter to be shaped by a handful of key themes:
Greater emphasis will be placed on subscriptions as a primary revenue driverRetention e