Survey identifies subscription growth, AI integration and audience engagement as key areas of focus for next year.
A recent survey conducted by the Alliance for Audited Media (AAM) reveals insights into the objectives and expectations of American digital publishers heading into 2025. They reported significant changes this in digital subscription growth, advertising strategies and the integration of artificial intelligence in their operations, all of which will shape their future policies and practices.
Of the 32 AAM-audited publishers surveyed, 53% indicated a positive trend in digital subscriptions, with a further 38% experiencing growth in sponsored content. Additionally, 34% of publishers successfully implemented cost-saving measures.
Despite ongoing discussions regarding the potential of artificial intelligence in the publishing sector, only 35% of respondents reported having adopted AI tools within their organisations this past year. Those that incorporated AI utilised it primarily for enhancing content creation, data analytics and streamlining customer support functions. This cautious yet exploratory approach signals a broader consideration regarding the role of AI in transforming traditional publishing methods.
When asked about their focus areas for 2025, nearly 60% of publishers emphasised the need to find innovative ways to engage new audiences. Advertising solutions were also seen as a priority, with half of the respondents highlighting this area for growth, while 47% indicated a commitment to boosting digital subscription models.
Looking ahead to revenue growth in 2025, publishers express cautious optimism. Approximately 40% expect increases in bundled print and digital subscription sales and advertising revenues. There is also a projected rise in digital-only subscriptions, sponsorship deals and events designed to engage audiences more effectively.
In reflecting on the year, publishers used terms such as “energetic,” “growing” and “challenging” to encapsulate their experiences, though the dominating word among respondents was “evolving.” This indicates a prevalent recognition within the industry of the necessity to adapt continually to both challenges and opportunities presented by digital advancements and changing consumer behaviours.
The publishers also articulated various ambitions for 2025, with suggestions on how AAM can support their aspirations. Notably, half of the respondents expressed a desire to learn from successful programmes executed by their peers, while 40% highlighted the need for enhanced understanding of buyer data usage.
To respond to these needs, AAM plans to expand initiatives such as the Media Mavens interview series, which facilitates knowledge sharing among publisher clients regarding their respective careers and operational strategies. Furthermore, the organisation will continue producing Media Matters, a series of video interviews featuring industry leaders addressing critical topics including privacy, innovation, first-party data, and measurement.
Source: Noah Wire Services
- https://www.editorandpublisher.com/stories/publishers-expect-to-grow-digital-subscriptions-in-2024-study,247357 – Corroborates the expectation of publishers to grow digital subscriptions in 2024, with 74% of publishers hopeful about growing digital subscriptions.
- https://blog.auditedmedia.com/newsviews/survey-publishers-to-focus-on-digital-subs-ad-solutions-in-2024 – Supports the findings that 60% of publishers saw an increase in digital subscriptions in 2023 and that 74% are optimistic about growing digital subscriptions in 2024.
- https://blog.auditedmedia.com/newsviews/survey-publishers-to-focus-on-digital-subs-ad-solutions-in-2024 – Confirms that 34% of publishers expect advertising to grow revenue in 2024 and 29% expect more revenue from sponsored content.
- https://blog.auditedmedia.com/newsviews/survey-publishers-to-focus-on-digital-subs-ad-solutions-in-2024 – Details that 26% of publishers implemented cost-saving measures in 2023, aligning with the cost-saving trends mentioned.
- https://www.editorandpublisher.com/stories/publishers-expect-to-grow-digital-subscriptions-in-2024-study,247357 – Mentions that responses from publishers about integrating AI were split evenly between yes, not yet, no, and not sure, reflecting a cautious approach to AI adoption.
- https://blog.auditedmedia.com/newsviews/survey-publishers-to-focus-on-digital-subs-ad-solutions-in-2024 – Highlights that nearly three-quarters of publishers are focused on growing digital subscriptions and 35% will allocate resources to developing advertising solutions in 2024.
- https://localmedia.org/2024/01/digital-subscriptions-trends-for-2024-and-what-publishers-can-do-to-grow/ – Supports the priority on digital subscriptions and membership as the most important revenue focus for publishers in 2024.
- https://blog.auditedmedia.com/newsviews/survey-publishers-to-focus-on-digital-subs-ad-solutions-in-2024 – Reflects the publishers’ use of terms like ‘growing’ and ‘challenging’ to describe their experiences in 2023, with ‘evolving’ being a dominant theme.
- https://blog.auditedmedia.com/newsviews/survey-publishers-to-focus-on-digital-subs-ad-solutions-in-2024 – Details the publishers’ ambitions for 2024, including learning from successful programs and understanding buyer data usage, which aligns with their aspirations for 2025.
- https://blog.auditedmedia.com/newsviews/survey-publishers-to-focus-on-digital-subs-ad-solutions-in-2024 – Explains AAM’s initiatives such as the Media Mavens interview series and Media Matters, which support knowledge sharing and address industry concerns.
- https://localmedia.org/2024/01/digital-subscriptions-trends-for-2024-and-what-publishers-can-do-to-grow/ – Highlights the ongoing challenges and opportunities in the digital publishing sector, including the need for innovative engagement strategies and revenue growth from multiple streams.
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