Chris Sutcliffe looks at how and why publishers are working so hard to diversify their revenue streams, for Digital Content Next.
Many quality publishers are navigating the “valley of death” on their migration from an advertising-funded model to one more reliant on direct reader revenue. It’s not a journey that they’ll all survive. But publishers are being driven by the realization that solely ad-funded models won’t work in the age of platform intermediaries and tech giants, which control both content distribution and advertising revenue. However, for publications with a loyal, engaged audience, the journey is worth the risk.