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6 STATS TO SUM UP THE STATE OF DIGITAL PUBLISHING
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.
To understand how these shifts are re-shaping the publishing industry, we surveyed hundreds of publishers. This is what they had to say.
EMAIL • Email IS ON THE RISE 64% 53% of publishers send email on at least a weekly basis of publishers have increased the amount of email they send over the past 6 months
BUT, IS MORE BETTER? Publishers should remember quality over quantity to avoid list fatigue.
SUBSCRIPTIONS AREN’T PAYING OFF • Email Only 13% of publishers cited paid subscriptions as their greatest source of revenue.
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
If subscription revenue is on the decline… Then what is making up for the loss?
NEW • Email REVENUE IS FILLING THE GAP 83% 68% 67% 47% 41% 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
WHICH WILL BE BEST? With so many choices, where are publishers hedging their bets?
SPONSORED CONTENT & NATIVE ADS • Email Over the next two years: Of publishers predicted that sponsored content or native advertising would increase most in value.
That’s a greater percentage of responses than any other revenue streams. (Including print ads, display ads, and video or audio advertising.)
PRINT • Email ADVERTISING On the other hand, print advertising was predicted to decrease most in value by of the publishers we surveyed.
What’s your contingency plan?
TECH • Email IS PLAYING A BIGGER ROLE of publishers are planning to adopt marketing automation software of publishers are planning to adopt search engine optimization software 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.
READY TO LEARN MORE? We’ve got more stats, analyses, and actionable takeaways to help you get started.
Download the full complimentary Digital Publishing Benchmarks Report to get the full picture on the state of the industry. DOWNLOAD THE REPORT