Subscription offer and pricing trends in September

The average promotional price for major publishers’ subscription products increased in September after declining in July and August. Toolkits examined the 100 most popular subscription sites among U.S. audiences and observed that the average subscription price available to new subscribers was $0.067 per day in September, up 8% from an average of $0.062 per day in August. Meanwhile, the number of publishers in our sample offering free or discounted introductory rates reached 79% in September, having crept up consistently from 75% in June, and the average length of subscription trials remained relatively flat, month-over-month, at 154 days. A softer outlook For many publishers in our sample, September marked the end of aggressive promotions offered over the