If you spend enough time in the bowels of Media Twitter, or sign up for enough publishers’ newsletters, it can sometimes seem like every day is a subscription holiday, and a great introductory offer is just around the corner.
But nearly a third of the publishers that sell subscriptions never discount them at all, according to new Digiday+ research.
In September, Digiday asked 82 publisher professionals a series of questions about how their organizations make money and how they expect the 2021 holiday season to differ from last year’s. Respondents who indicated they made money by selling subscriptions were asked a separate set of questions.
Slightly more than half indicated that they generate some money from subscriptions, though it is a modest source of revenue for most — 58% called it a “small portion” of their revenues.
But growing that revenue is one of those publishers’ biggest priorities. In a separate survey sent in the third quarter of 2021, Digiday asked 145 publishers about how they make money and which of their revenue streams they would prioritize over the coming six months. Among those that made money from subscriptions, close to 60% called subscription revenue growth at least a “large” focus, a higher share than every other revenue stream outside of direct-sold advertising.
Yet despite that high priority, significant percentages of respondents do not change their pricing tactics during the biggest shopping season of the year — 58% either do not offer discounts at all or do not offer different levels of discounts during the holiday season. A small share, about 10%, say the holiday season is the only time of year that they offer discounts.
Among those that do offer discounts, percentage discounts were by far the most common, though half of respondents that offer discounts said that this year, they would offer gift subscriptions. About a quarter said they would offer buy-one, get-one-free deals in the coming weeks. Anecdotal numbers of respondents said they’d try buy now, pay later-type promotions during the 2021 holiday season.
However, Fitzco’s research “has consistently shown that environmental issues and sustainability are important topics to younger skewing audiences. The focus on social, along with visual representation of data, aligns with the type of content a younger audience consumes,” she said. Joyce, on the other hand, said interest in sustainability content from advertisers and consumers “has […]
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.