Digiday Research: Publishers prioritize direct-sold ads heading into the second quarter

That’s in line with last fall’s findings: Of the 135 publishers surveyed by Digiday last fall, more than 50% of publishers reported that direct-sold advertising was a large or very large source of revenue for them. Video advertising was also another bright spot, with 28% of publishers reporting it as a large or very large source of revenue, as were programmatic ads, with 35%.

Subscriptions, in the meantime, are a large or very large source of revenue for only 21% of publishers. About 40% of publishers say it isn’t a source of revenue for them at all — flat from six months ago.

Still, growing that direct reader revenue was the biggest priority for publishers heading into 2020: Back in October, 46% of respondents said growing subscriptions was a major focus for them. Now, 40% of respondents said growing subscriptions is a major focus as they look to finish out the year.