Publishers remained stable amid pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 12, 2021, 2:49 PM GMT+0

A recent Boostr study found US publishers were largely unaffected or able to grow during the COVID-19 crisis.

More than two-thirds of publishers were able to rebound their pandemic-affected revenue by the fall of 2020. An overwhelming majority (94%) of publishers also reported stable revenues by the year’s end.

38% of publishers attributed their success to their ability to react to market needs amid the uncertainty quickly. Around 33% of respondents said their business was largely unaffected due to the essential nature of publishers during the pandemic and consumer behaviour changes.

The top quarter of publishers saw a 26% YoY growth, as opposed to the median rate of 8%. In contrast, the bottom 25% of publishers saw a massive loss in 2020 and still struggling to recover it in 2021. The study further found that building and maintaining relationships remotely was among the most significant challenges publishers faced during the pandemic.

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