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How News Publishers Can Improve Their Monetization Strategies

2 29 1
25.09.2021

Despite some setbacks at the beginning of 2020, trust towards news publishers has been growing. And quite predictably, this resulted in new direct and programmatic ad partnerships for many outlets, primarily monetizing their inventory with display and video ads. As a result, people paying for ad-free news sites is growing too.

As we enter Q4 2021, however, things are changing, and it’s time to get a grip and regroup.

While shadow banning is no longer an issue, at least for large and reputable outlets, the growing readers’ news fatigue is slowing down the increase of subscriptions and even leading to their decline in some cases.

In addition, given the continuous fight against ad fraudsters, particularly in the programmatic ad segment, and many AdBlock users, the necessity to unlock new monetization opportunities becomes even more urgent in the news segment.

Related: The Creator Economy Boom

Aside from news fatigue, the question remains: Is it possible to run a successful news outlet while keeping all content behind the paywall?

Like it or not, from what we have been tracking in 2021, this strategy isn’t........

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