Publishers prioritising subscriptions over advertising revenue

Rob Clapp

An overview of publishers' digital revenue priorities in 2022.

Subscriptions are the number one priority for commercial news and magazine publishers this year, according to research across 52 countries by the Reuters Institute for the Study of Journalism.

Four in five (79%) publishers said subscriptions will be important for their company in 2022, an increase from the previous survey and above the 73% who said display advertising will be important this year.

Building reader loyalty is fundamental for any successful subscription business and additional data show publishers have become better at retaining subscribers.

Native advertising (59%) is the third most important digital revenue stream for...

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