Scalability and audience growth: Time to go for it

Feb 15, 2022 | Articles

Andrea Burgueño

Andrea Burgueño



After a great 2021, most publishers feel optimistic and focus now on scalability. Subscriptions and advertising revenues -traditionally the two main monetization sources- keep growing and the trend does not seem to change any time soon.

Although growth parameters are not the same as during the confinement, digital-only subscriptions grew by 14.6% in Q3 of 2021, according to FIPP’s. However, most publishers see the need for diversification and are already working on mixed revenue models.

According to Reuters, subscriptions, advertising, events, and ecommerce would be the main aspects of their scalability models.

Mergers and acquisitions

While traditional media players focus on digital brands, digital publishers keep merging to compete against big players such as Google or Facebook. Also, mergers and acquisitions will give digital publishers more leverage with advertisers.

For traditional media, instead, growth opportunities are somehow easy. They just need to attract digital audiences. That’s the reason why buying other media could be the perfect move. Another option would be to start working on their own digital capabilities, investing too much time and effort.

Innovation helps scalability

As times change, strategies and media keep evolving too. Great examples of this evolution are:

Audio formats: According to Reuters, 80% of publishers will focus on podcasts and digital audio this year. New initiatives such as Clubhouse or Reddit Talk, among many others, could offer great opportunities to those able to see their value. Audio can become key to increasing reach and revenue, as well as to boost loyalty by improving engagement.

Digital video formats: Instagram, TikTok, and YouTube are the main platforms publishers are focusing on. But they are not the only ones that can help scalability. Short video and live-stream platforms such as Twitch or Snapchat could help traditional media connect with Millennial and GenZ audiences.

Newsletters: An obvious but efficient tool to establish and nurture relationships with readers. In fact, most publishers plan on building and improving newsletters in 2022 and many low-cost reader-focus startups are now using newsletter platforms to attract new audiences.

How can publishers scale their activity?

Diving into new revenue streams and activities is going to be the key for audience grow in this new year.

How can publishers increase their audience?

Focusing on subscriptions, events, ecommerce and, of course, advertising is the best way for publishers to increase their audience and income.

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