Despite low traffic, publishers reported increased revenue in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 10, 2022, 9:30 AM UTC

Following increased revenues in 2021, publishers are opting for visual mediums and focussing on reader revenue.

Pandemic-induced low traffic and news fatigue seem to have little impact on publishers’ businesses, with 59% of news leaders reporting increased revenue in 2021. A Reuters survey found that 79% of publishers will prioritise reader revenue in 2022.

Display (73%) and native advertising (59%) follow reader revenue. According to the report, publishers plan to focus on Instagram, TikTok and YouTube to reach younger audiences in 2022. But, publishers will pay less attention to Twitter and Facebook.

Around 32% of publishers will prioritise launching new products and brand extensions. Similarly, 80% of publishers say they will focus on podcasts and digital audio, followed by email newsletters (70%). But, nearly half of publishers are also worried that subscriptions might push journalism towards richer and educated audiences while leaving behind others – raising questions about information inequalities.

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