Digiday+ Research: A third of publishers never discount subscriptions

The header image shows an illustration of a person holding a flag surrounded by a group of people and newspapers strewn below them.

This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →

In the face of an economic downturn and the flurry of the holiday season, holiday sales are rising to the top of both consumers’ and businesses’ minds — and even publishers’ subscriptions businesses aren’t immune.

Digiday+ Research surveyed 73 publisher professionals this month to find out more about how publishers are handling subscriptions, specifically when it comes to discounts leading up to the all-important holiday season.

Digiday’s survey found that publishers are fairly evenly split when it comes to bringing in revenue from subscriptions: Almost exactly a third of publisher pros each said they get a large portion of their revenue from subscriptions (34%), they get a small portion from subscriptions (32%) and none of their revenue comes from subscriptions (34%). All in all, two thirds of publishers get at least some of their revenue from subscriptions.

Of those publishers who do make money selling subscriptions, Digiday’s survey found that a full third never offer subscriptions at discounted prices. To be exact, thirty-two percent of publishers said their companies never discount their subscriptions.

Meanwhile, most of those who do offer subscription discounts do so throughout the year: Just shy of two-thirds of respondents to Digiday’s survey (62%) said they discount their subscriptions throughout the year.

And it turns out that subscription discounts are most decidedly not tied to the holiday season: Only 2% of publishers told Digiday that they only discount subscriptions during the holidays. And fewer than a quarter (21%) said they offer discounts throughout the year, with deeper discounts coming during the holiday season. In comparison, about twice that percentage (41%) said they offer discounts at similar rates regardless of the time of year.

https://digiday.com/?p=472459

More in Media

The Guardian US is starting its pursuit of political ad dollars

The Guardian US is entering the race for political ad dollars.

How much is Possible’s future in Michael Kassan’s hands?

Some people in the know at Possible said they see the conference taking a bite out of Cannes’ attendance, most acutely by U.S.-based marketers who could save money by staying on this side of the Atlantic.

AI Briefing: How AI misinformation affects consumer thoughts on elections and brands

To boost its efforts around brand safety, IPG is adding more tools for identifying harmful content while also helping advertisers avoid appearing near it.