Subscription publishers got a reality check in 2021

Publishers and creators have flocked to subscription models in recent years, enticed by opportunities to align their interests more closely with those of their audiences, extract greater revenue from their content, and generate reliable recurring revenue on which to build more sustainable long-term businesses. But in 2021 the realities of operating a successful subscription business hit home as it became apparent that attracting new paying subscribers is no picnic, retaining them can often be harder, and – fundamentally – that creating content and products that audiences deem valuable enough to pay for on an ongoing basis is a tough nut to crack.  Some ongoing challenges for subscription publishers were underscored by a handful of key themes, trends and developments that sha