Digiday Research: Publishers’ biggest subscription challenges

Subscriptions are in vogue for publishers as they increasingly attempt to generate revenue directly from their audiences instead of through advertising. But building subscription businesses isn’t easy, and publishers say the biggest challenges are the basic ones: Figuring out a product that people will pay for, and then figuring out how to drive conversions.

Sixty-three percent of publishers polled at the Digiday Hot Topic: Subscriptions and Memberships event in August said turning audiences into paying subscribers is a key challenge when creating subscription products, while forty-two percent pointed to developing products people will pay for.

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