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THE STATE OF DIGITAL PUBLISHING
6 STATS TO SUM UP
The media industry today is nearly unrecognizable
compared to that just 10 years ago.
Print dollars are shrinking into mere digital dimes.
Ad blockers are rendering mobile
visitors less valuable.
And the amount of free content has exploded across the web.
This is what they had to say.
To understand how these shifts are re-shaping the publishing industry, we surveyed hundreds of publishers.
64% of publishers send email on at least a weekly basis
53% of publishers have increased the amount of email they send over the past 6 months
EMAIL IS ON THE RISE
Publishers should remember quality over quantity to avoid list fatigue.
BUT, IS MORE BETTER?
13% Only of publishers cited paid subscriptions as their greatest source of revenue.
SUBSCRIPTIONS AREN’T PAYING OFF
AND NOW MOST
PUBLISHERS OFFER
LESS PAID CONTENT
IN THE FIRST PLACE
Only 20% of publishers have a paid-only subscription model
The remainder, 80%, offer some form of unpaid subscription 44% ONLY offer unpaid subscriptions
Then what is making up for the loss?
If subscription revenue is on the decline…
• Email NEW REVENUE IS FILLING THE GAP
of publishers offer website banner ads offer sponsored content or native ads offer email banner ads or newsletter sponsorships offer event sponsorship offer lead generation for advertisers
83% 68% 67% 47% 41%
With so many choices, where are publishers hedging their bets?
WHICH WILL BE BEST?
Over the next two years:
SPONSORED CONTENT & NATIVE ADS
Of publishers predicted that sponsored content or native advertising would increase most in value.
(Including print ads, display ads, and video or audio advertising.)
That’s a greater percentage of responses than any other revenue streams.
On the other hand, print advertising was predicted to decrease most in value by
PRINT ADVERTISING
of the publishers we surveyed.
What’s your contingency plan?
of publishers are planning to
adopt marketing automation
software
of publishers are planning to adopt
search engine optimization
software
TECH IS PLAYING A BIGGER ROLE
of publishers are planning to adopt
customer relationship
management software
WHICH MAKES SENSE
GIVEN THAT…
Only 4% of publishers are extremely satisfied with their ability to increase their email database size Just 5% of publishers are extremely satisfied with their ability to increase site traffic A mere 6% of publishers are extremely satisfied with their ability to gain more insight on their site visitors and subscribers
These facts are important to understand, but they’re just the
beginning.
We’ve got more stats, analyses, and actionable takeaways to help you get started.
READY TO LEARN MORE?
DOWNLOAD THE REPORT
Download the full complimentary Digital Publishing Benchmarks Report to get the full picture on the state of the industry.
