According to the latest quarterly Digital Publishers Revenue Index (DPRI) from the Association of Online Publishers (AOP) and Deloitte, 78% of digital publishers view advertising revenue growth as a high strategic priority across the next year – a dynamic shift from the previous quarter, where no respondents cited it as high priority.
This marks a clear refocus in digital strategies as publishers continue to adapt to the impact of COVID-19. With 89% of publishers also prioritising non-advertising revenue growth, up from 60% this time last year, it is clear that all possible revenue streams are once again a key focus for publishers. Cost reduction is a high priority for 56% of publishers surveyed in the latest DPRI, in comparison to 33% a year earlier, as they concentrate on driving efficiency following a turbulent 2020.
Richard Reeves, Managing Director, AOP, commented: “As the publishing industry starts to recover from the impact of the global pandemic, it is promising to see optimism continue to rise. While digital advertising remains the largest income stream for publishers, the positive growth of subscription revenue demonstrates how the industry has adapted to be stronger and more resilient in the face of the challenges posed by last year. However, it is interesting to note a returned focus on advertising revenue growth as a high strategic priority in the year ahead. Since the outbreak of Covid-19, news sites and premium publishers have attracted greater readerships with their trusted content; fresh opportunities to leverage this will no doubt arise as publishers make smarter decisions to support their bottom lines.”