Raising subscription prices now is a risky move for publishers

Multiple digital publishing executives I’ve spoken with in recent months say they’ve considered raising the price of their subscription products as inflation and rising costs eat away at their margins. The vast majority have reached the same conclusion, however: Hiking subscription prices at the moment is just too risky. For publishers, converting new subscribers remains challenging as consumers and businesses continue to control their spending closely. Many publishers are setting aside aggressive growth expectations and redoubling efforts to shore up their existing subscriber bases and revenues as a result. In that context, the prospect of raising prices and risking widespread churn is not a particularly appealing one, even if the data suggest it could result in g