What publishers should do next: The subscription playbook
As media companies make decisions on how to move forward, there are several things they should consider and do.
It’s important to invest in content that AI cannot replicate.
This includes deep investigative reporting, analysis, and expert commentary, as well as exclusive interviews and industry-specific insights.
The Atlantic has done a good job with this. It strengthened its subscriber base by focusing on in-depth, investigative journalism.
Media companies must also build direct audience relationships.
Own your audience with newsletters and community engagement.
Use first-party data for personalised experiences.
- Diminishing pageviews, a focus on quality journalism indicate a subscription-based future
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The New York Times, for example, offers news, puzzles, games and audio content, creating multiple subscriber touchpoints.
Finally, leverage AI for personalisation and retention.
For example, media companies should consider using AI-driven content recommendations and customised paywalls.
Machine learning can optimise subscription offers.
The Washington Post’s AI-powered paywall, noted above, demonstrates a success story in this area, with its 20% conversion rate.
Subscription is the future, but publishers must adapt
The digital publishing landscape is shifting.
While ad-supported models still exist, they are becoming increasingly difficult to sustain as AI-driven search changes how audiences discover news.
To succeed, publishers must reduce their dependence on third-party platforms like Google and social media.
They must develop first-party relationships through direct channels like newsletters.
Finally, they should use AI to enhance user experience, not just for traffic optimisation.
The future of publishing won’t be one-size-fits-all, but subscription-first models will be the foundation for sustainable, reader-focused journalism.
