"From search, we get traffic and we get memberships, registrations, and that's how we get revenue... So if that's declining and we're not fixing that, then we're losing revenue."
"We want to engage the users more and have them stay on the site. If they can go elsewhere, get information faster, then why are they going to stay on our site? So we've got to solve that."
"The trouble is that every instinct that we have and every person that we've hired over the last five years is tuned towards Google, is tuned towards RPM and SEO and getting traffic off of Google. And they're the wrong instincts for building a subscription business."
"The need to kind of shift and change pace and become a subscription business is much, much more urgent, and there's no quick win."
Publishing executives at the Digiday Publishing Summit expressed concerns over declining search traffic impacting revenue. They emphasized the urgency of developing subscription and membership models to counteract these declines. Converting readers into paying subscribers remains challenging as audiences shrink. Executives discussed the need to engage users more effectively to retain them on their platforms. Many acknowledged that their previous strategies focused on search engine optimization, which may not align with the requirements of a successful subscription business.
Read at Digiday
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