Latest Insights
Major news publishers grow revenue with a blend of subscriptions and advertising
Subscription models aren’t right for every publisher, but some are building robust advertising and subscription businesses alongside each other.
Quantifying sleeper subscribers requires a nuanced approach
Metrics tailored to specific products and audiences are required for publishers to understand and manage sleeper populations effectively.
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Large publishers reduced promotional subscription prices by 16% in July
The average price offered to new subscribers dropped between June and July, Toolkits research found.
Publisher insights from Piano’s subscription benchmark report
Subscription technology provider Piano released its 2022 benchmark report last week. The company’s tech is embedded on hundreds of publisher sites so it has good visibility into subscriber trends developing across the industry.
Dependable partners show their value during periods of heightened uncertainty
It will become increasingly clear in the months ahead which technologies, tools and platforms are best equipped to support their long-term success.
The rise of the registration wall
Registration walls are emerging as an integral part of many publishers’ product approaches as they attempt to forge closer relationships with audiences.
75% of large subscription publishers offer discounted trials
The majority of large publishers with digital subscription products are currently offering discounted trials to help drive new subscriber acquisition, according to Toolkits research.
Subscription insights from The Digital News Report
The Reuters Institute for the Study of Journalism released its annual Digital News Report last week, which included a handful of key takeaways for subscription publishers.
The shift to subscription simplicity
Publishers are increasingly moving away from convoluted pricing structures, vague product promises and overly complicated features, opting instead to package and price their subscription products as simply and clearly as possible.
4-week vs. monthly subscription billing for publishers
Publishers can extract additional subscription revenue by tying billing cycles to 4-week (or 28-day) periods instead of calendar months, but relatively few elect to do so.
Less is often more when it comes to subscriber benefits and features
Publishers can no longer overpromise and under-deliver with their products as subscribers demand greater value.
Advertising vs. subscription models
For many publishers, a blend of advertising and subscriptions is the optimal approach for maximizing revenue and driving sustainable growth.
Discounted subscription trials and promo offers are here to stay
Some publishers are using discounts and trials as a crutch, but others are using them to power sustainable subscriber and revenue growth.
Guides
How to limit password sharing for subscription products
Tactics for limiting password sharing activity and using it as a growth opportunity.
Managing “sleeper” subscribers
What to do when subscribers aren’t actually using the products or services they’re paying for.
SEO strategies for paywalled content
Strategies and tactics to ensure optimal search performance for paywalled content.
Reducing passive subscriber churn
Tactics for mitigating passive subscriber churn and minimizing lost revenue from payment failures.
Comparing server-side and client-side paywall technology
Each approach comes with advantages, drawbacks and unique considerations.
Onboarding subscribers
Implementing highly effective onboarding processes that help minimize churn and boost subscriber engagement, retention and revenue.
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‘Peak subscription’ and the paywall shakeup
Publishers will need to be more deliberate and realistic about the products and approaches they bring to market.
The shift to “freemium” subscription models
Publishers with metered subscription models are increasingly moving towards “freemium” approaches instead.
Using content recommendations to drive subscriptions
Content recommendations are an often underutilized tool for boosting subscriber conversions, retention and audience engagement.
The pros and cons of monthly, quarterly and annual subscription terms
Key considerations for evaluating which subscription terms to adopt and promote, and how to position and price them in relation to each other.
Reliability is crucial when selecting subscription tools and technology
Inconsistent and unreliable tools risk hurting sales and revenue, and jeopardizing audience experiences and relationships.
Audiences are increasingly looking for ways to bypass publishers’ paywalls
As more content moves behind paywalls, audiences are increasingly looking for ways to access it without paying.
The risks of subscriber conversion incentives for editorial teams
Conversion-related goals and incentives inevitably dictate the nature of publishers’ content and products.
‘Unlimited’ content is not an appealing prospect for most audiences
Subscription products oriented around analysis, insight, context and efficiency are often deemed more valuable.
The dangers of prescriptive publisher tools
Cookie-cutter approaches to subscription businesses rarely end well, even if they prove effective in the short-term.
Subscription publishers reorient to quality and value
For many subscription publishers, the year ahead will be defined by a reorientation towards quality and value across their products, operations and businesses.
Rethinking the subscriber volume chase
A reorientation around revenue instead of subscriber volume will likely prove beneficial for many publishers.
The benefits of value-based subscription pricing
When pricing subscription products, publishers should focus more carefully on the value perceptions of their audiences.
Value trumps price when evaluating subscription monetization tools
Focusing on price can result in publishers and creators adopting tools that may limit the long-term potential of their businesses.
News publishers diversify as demand for news subscriptions dwindles
Softening demand for news-focussed subscription products is driving publishers to broaden their content offerings.
Subscription publishers got a reality check in 2021
Some ongoing challenges for subscription publishers were underscored by a handful of key themes, trends and developments that shaped the year.
FTC click-to-cancel demands create headaches for some publishers
Publishers adding new subscription cancellation methods will need to tread carefully to manage the impact they could have on their businesses.
Publishers are reconsidering Google AMP
Publishers are weighing if the benefits of AMP outweigh the technical and logistical headaches of supporting it.
Retention discounts aren’t just about retaining revenue
Retention offers and “save rates” are about more than revenue. Keeping subscribers onboard can help drive publishers’ businesses in various ways.
How Substack has grown the market for subscriptions
Questions remain about its long-term prospects, but Substack and its writers have helped grow the market for subscription-funded content.
The Great Rebundling: Media companies are acqui-hiring independent newsletters and publications
Publishers are scooping up small subscription publications and newsletters written by prominent independent journalists and creators.
Why subscriber churn isn’t always bad
For healthy and growing subscription businesses, some level of subscriber churn should be expected and welcomed.
Product names can hinder subscription growth
Publishers might be selling their subscription products short by positioning them as “add-ons” or optional extras.
Paywalls could impact search traffic after Google update
Paywalls could negatively impact search rankings after Google’s page speed update.