In recent earnings calls, major publishers reported significant growth in digital-only subscriptions, indicating a strategic shift towards relying on subscriptions due to instability in ad sales.
Gannett's digital-only subscriptions grew about 22% year over year, breaking new records in Q2 2024, highlighting the potential for subscription models in revenue.
With advertisers being 'news avoidant', many publishers are now compelled to reassess their ad strategies and focus more on their subscription-based revenue.
The second annual Subscription Index by Digiday aims to evaluate and identify tactics used by publishers in enhancing their subscription strategies across digital platforms.
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