Digiday+ Research Professional Subscription Index 2024: Publishers tweak subscription, pricing strategies while shifting subscriber benefits

Digiday’s second annual Subscription Index examines and measures publishers’ subscription strategies across several different digital touch points to identify some common approaches and key tactics. This installment of the research series looks at an editorially-selected group of the top professional-focused publications in the U.S. October 17, 2024 [Publishers tweak subscription, pricing strategies while shifting subscriber benefits]( Digiday’s second annual Subscription Index examines and measures publishers’ subscription strategies across several different digital touch points to identify some common approaches and key tactics. [This installment looks at professional-focused publications in the U.S.]( Additional coverage: - Media agency execs asserted the [need for brand and performance to remain equally important]( at the Digiday Media Buying Summit, while discussing AI, measurement, retail media networks and the creator economy. - [This week's Digiday+ Media Briefing]( looks at how publishers are receiving credits to use AI companies' large language models as part of content licensing deals. - Hiring managers are attracting professionals like librarians and actuaries who [have experience with data and can be taught necessary AI skills](. - We're halfway through October. Here's our most-read story so far this month: [Microsoft looks set to shutter its retail media business]( Other things to know about - Just released: The [Digiday Awards Winners Guide]( highlights winning campaigns from Digitas, Critical Mass, Twitch and more. - [Register for this virtual event]( on October 22 at 1 p.m. ET for insight into improving internal communication and optimizing client collaboration for improved performance and increased sales. Sponsored by Slack. - Publishers like Bleacher Report are [turning to decision intelligence to integrate data]( across channels, optimize content strategy and drive higher engagement and revenue. Sponsored by SCUBA. Top Stories Ivy Liu [Modern Newsroom]( [Digiday+ Research Professional Subscription Index 2024: Publishers tweak subscription, pricing strategies while shifting subscriber benefits]( Digiday’s second annual Subscription Index examines and measures publishers’ subscription strategies across several different digital touch points to identify some common approaches and key tactics. This installment of the research series looks at an editorially-selected group of the top professional-focused publications in the U.S. howdy! [Evolving Agencies]( [Agency execs balance automation and strategy with new ad formats]( Media agency execs asserted the need for brand and performance to remain equally important, while discussing AI, measurement, retail media networks and the creator economy. Advertisement [Sponsored by PubMatic]( [The state of performance marketing]( Marketers’ fixation on driving an uptick in sales and revenue is stronger than ever this year, and to do so, teams are leaning even further into performance marketing. howdy! [Generative AI]( [Media Briefing: Tech credits count for (some) compensation in publishers’ AI deals]( This week’s Media Briefing looks at how publishers are receiving credits to use AI companies’ large language models as part of content licensing deals. [Sponsored by GumGum]( [Reevaluating tech stacks should be strategic, not reactive]( Oracle’s exit from ad tech is an opportunity to gain a competitive edge by assessing new partners that will help marketers find and connect with audiences more efficiently. howdy! [Future of Work]( [AI revolution creates demand for hot new job: AI librarian]( Hiring managers are attracting professionals like librarians and actuaries who have experience with data and can be taught the necessary AI skills. Advertisement [Sponsored by Yahoo]( [How DSPs balance campaign speed with simplicity]( DSPs with effective service support allow advertisers to focus on performance while the platforms handle the intricacies of real-time bidding, audience targeting and optimization. howdy! [Experimental Channels]( [Marketers are not won over by new AI-powered search tools]( The conversation around search advertising has reached a new fever pitch thanks to recently launched AI-powered tools like Perplexity and Google’s AI Overviews. Despite the buzz, marketers and advertisers remain on the fence, uncertain about pricing and performance. howdy! [Evolving Agencies]( [Day one of the Media Buying Summit hits on integration, CMO-whispering and political advertising]( Topics at DMBS included the need for reintegration across many facets of the industry, guidance on how to better understand CMOs, and a serious discussion on the challenges for advertisers during election season. 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