Key takeaways:

  • Only 16 percent of publishers dedicate more than a quarter of their marketing budget to promoting their own products.
  • Forty-seven percent of publishers don’t spend anything to advertise their products.

Publishers pushing into commerce as an alternative revenue source is a growing trend: 43 percent of publishers now report revenues from commerce operations. But for most publishers, commerce revenues are nascent.

What’s even more minuscule than commerce revenues is the resources, specifically marketing spend, being allocated to support such commerce products. Only 16 percent of publishers dedicate more than 25 percent of their marketing budget to promoting their commerce products and nearly half, 47 percent, spend nothing at all according to a survey of 53 publisher executives at the Digiday Commerce for Publishers event held in New York City this past May. For the point of this survey, publisher subscriptions were not considered publishers’ commerce products. 

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