As a growing number of publishers build out paywalls and subscription products in a quest for more diverse and sustainable business models, many now offer “ad-free experiences” as perks to their paying audiences.

But according to data from a Digiday survey of 99 executives at publishers with subscription products, the majority of publishers are still using advertising to extract greater revenue from their paying audiences beyond just subscription fees. 74% of respondents said they currently serve advertising to their paying subscribers.

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