Publishers plan on prioritising reader revenue, podcasts and newsletters this year.
According to a Reuters survey of more than 240 senior publishing leaders from 52 countries, 59% of the respondents said their company’s total turnover had gone up last year. Similarly, 73% of the surveyed publishers said they are confident about their prospects in 2022.
Digital advertising accounts for 64% of overall ad spend today, after growing at 30% YoY in 2021. This year, display advertising is a priority for 73% of the respondents, followed by native advertising (59%).
Around 80% of the respondents plan on focussing on reader revenue in 2022. But, nearly half of them are also worried about keeping poorer audiences from quality journalism. The report further found that 70% to 80% of respondents plan on investing more in podcasts and newsletters in 2022.
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