The article explores how publishers are adapting their subscription pricing strategies, highlighting variations between news and lifestyle content. According to a recent survey, while subscription revenue remained steady, many news publishers increased their subscription prices, often coupled with discounts for new subscribers. In contrast, lifestyle publishers have opted to maintain or reduce their promotional pricing. Overall, the research indicates a slight decline in publisher revenue, yet strong subscription models underpin retention and value, particularly for brands with paywalled content.
"We are subscription first and all of our brands are paywalled properties. As business products, they command high subscription prices, and we have great retention. As a result, that's an important part of our business," Josh Stinchcomb, evp and chief revenue officer at Dow Jones, told Digiday.
"Subscription revenue remained fairly stable for publishers through 2024 - Digiday's survey data found that publishers saw just a slight decline in publisher revenue from Q1 2024 to Q1 2025."
"Most publishers raised subscription prices last year, particularly news publishers, and some price increases were paired with deeper discounts for first-time subscribers. (This is according to Digiday's 2024 Subscription Index.)"
"On the other hand, publishers of lifestyle content kept subscription prices steady in 2024, and many lifestyle publishers reduced or eliminated their promotional pricing."
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