Subscription Publishing

With little room left for discounting, publishers attempted to entice new subscribers with extended promotional periods instead.

It’s been a rough few weeks for publishers whose businesses primarily rely on revenue from advertising and sponsorships, but subscription-first publishers say their revenues are holding up relatively well.

The total number of individuals in the U.S. paying for digital publications could be contracting.

29% of subscribers to digital publications plan to reduce the number of subscriptions they hold by the end of the year.

Publishers are increasingly questioning if they’re doing enough to protect subscriber-only content.

Lack of use, price increases and poor value for money top the list of reasons consumers cancel subscriptions to digital publications.

The news publisher is better aligning its revenue model with its current newsroom capabilities and output.

New owner Elon Musk said the company wants to partner with and pass revenue to publishers.

Three-quarters of consumers say they are satisfied with the value they get from digital publication subscriptions.

Consumers are increasingly looking for ways to access paywalled content without paying, or are simply avoiding it entirely.

Subscription price hikes are currently off the table as far as many publishers are concerned.

A small group of consumers accounts for an outsized portion of subscriptions to digital publications in the U.S., according to research by Toolkits and National Research Group.

Adapting to subscriber needs and constraints can help mitigate churn during tricky economic periods.

The average promotional price for major publishers’ subscription products increased in September after declining for consecutive months in July and August.

Publishers are moving away from broad catch-all subscription products and instead offering multiple products designed to service the needs of more targeted and granular audience segments.

The average promotional price for large publishers’ subscription products dropped for the second month in a row, Toolkits research found.

Subscriber acquisition and retention, data and analytics, pricing and promotional approaches and emerging technologies and tools top the list.

NYT executives repeatedly attribute subscriber growth to its ability to offer high-quality content from leading journalists on an ongoing basis.

Subscription models aren’t right for every publisher, but some are building robust advertising and subscription businesses alongside each other.

Metrics tailored to specific products and audiences are required for publishers to understand and manage sleeper populations effectively.

The average price offered to new subscribers dropped between June and July, Toolkits research found.

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.

It will become increasingly clear in the months ahead which technologies, tools and platforms are best equipped to support their long-term success.

The majority of large publishers with digital subscription products are currently offering discounted trials to help drive new subscriber acquisition, according to Toolkits research.

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.

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.

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.

Publishers can no longer overpromise and under-deliver with their products as subscribers demand greater value.

For many publishers, a blend of advertising and subscriptions is the optimal approach for maximizing revenue and driving sustainable growth.

Some publishers are using discounts and trials as a crutch, but others are using them to power sustainable subscriber and revenue growth.

Publishers will need to be more deliberate and realistic about the products and approaches they bring to market.

Publishers with metered subscription models are increasingly moving towards “freemium” approaches instead.

Content recommendations are an often underutilized tool for boosting subscriber conversions, retention and audience engagement.

Key considerations for evaluating which subscription terms to adopt and promote, and how to position and price them in relation to each other.

As more content moves behind paywalls, audiences are increasingly looking for ways to access it without paying.

Conversion-related goals and incentives inevitably dictate the nature of publishers’ content and products.

Subscription products oriented around analysis, insight, context and efficiency are often deemed more valuable.

For many subscription publishers, the year ahead will be defined by a reorientation towards quality and value across their products, operations and businesses.

A reorientation around revenue instead of subscriber volume will likely prove beneficial for many publishers.

When pricing subscription products, publishers should focus more carefully on the value perceptions of their audiences.