Publishers are embracing the opportunity to sell directly to their audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 02, 2021, 1:12 PM GMT+0

A Digiday survey of over 80 publisher professionals found that a majority of respondents made some money from selling directly to readers.

According to the survey, publishers are increasingly opting to sell directly to their target audiences. More than three-quarters of the respondents who claim to make money from selling products directly, describe it as a “small portion” of overall revenue.

Nonetheless, the scope of publishers opting for direct selling hints at revenue diversification tactics within the publishing industry. The attempt to diversify revenue streams is particularly significant, given that publishers have competed with Google and Facebook to grow their digital advertising business.

A separate survey of 110 publisher professionals, conducted earlier in 2021, found that most respondents’ organisations generated large income from subscriptions. Subscriptions were followed by events and affiliate commerce.

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