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.
Registration walls are emerging as an integral part of many publishers’ product approaches as they attempt to forge closer relationships with audiences.
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.
Tactics for limiting password sharing activity and using it as a growth opportunity.
What to do when subscribers aren’t actually using the products or services they’re paying for.
Strategies and tactics to ensure optimal search performance for paywalled content.
Tactics for mitigating passive subscriber churn and minimizing lost revenue from payment failures.
Each approach comes with advantages, drawbacks and unique considerations.
Implementing highly effective onboarding processes that help minimize churn and boost subscriber engagement, retention and revenue.
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.
Inconsistent and unreliable tools risk hurting sales and revenue, and jeopardizing audience experiences and relationships.
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.
Cookie-cutter approaches to subscription businesses rarely end well, even if they prove effective in the short-term.
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.
Focusing on price can result in publishers and creators adopting tools that may limit the long-term potential of their businesses.
Softening demand for news-focussed subscription products is driving publishers to broaden their content offerings.
Some ongoing challenges for subscription publishers were underscored by a handful of key themes, trends and developments that shaped the year.
Publishers adding new subscription cancellation methods will need to tread carefully to manage the impact they could have on their businesses.
Publishers are weighing if the benefits of AMP outweigh the technical and logistical headaches of supporting it.
Retention offers and “save rates” are about more than revenue. Keeping subscribers onboard can help drive publishers’ businesses in various ways.
Questions remain about its long-term prospects, but Substack and its writers have helped grow the market for subscription-funded content.
Publishers are scooping up small subscription publications and newsletters written by prominent independent journalists and creators.
For healthy and growing subscription businesses, some level of subscriber churn should be expected and welcomed.
Publishers might be selling their subscription products short by positioning them as “add-ons” or optional extras.
Paywalls could negatively impact search rankings after Google’s page speed update.