Publisher strategies: How publishers are optimizing revenue streams

Publishers are focusing on subscriptions and first-party data in 2024 due to two main reasons:

1. Subscriptions provide a recurring revenue stream, which is becoming increasingly important as publishers seek more stable and predictable income sources.

2. The deprecation of the third-party cookie is driving the need for more first-party data. As third-party cookies become less viable for tracking and targeting, publishers are looking to subscriptions as a way to collect valuable first-party data from their audiences.

In 2024, high-quality content has taken the top spot among publishers' ad strategies, indicating a shift from previous years where data and analytics were more prominent. The focus on high-quality content reflects a competitive advantage for publishers, as it enhances the ad environment on their websites and distinguishes them from made-for-advertising sites (MFAs) that are often overcrowded with ads and low-quality content. This strategy is aimed at attracting more visitors and advertisers to publishers' sites by ensuring the editorial content surrounding the ads is of high quality.

For Forbes, newsletters are a crucial component of their subscription strategy. They serve as a tool for creating audience loyalty by providing content that readers are interested in and at the time they want to read it. Forbes has found that readers who engage with their newsletters for a certain period are more likely to convert to paid subscribers. This approach is considered more effective than the traditional paywall strategy, and it helps Forbes to gain insights into reader preferences and willingness to pay for content.

To generate revenue from events, publishers employ several key strategies:

1. Paid sponsorships - Brands sponsor events for exposure and engagement with attendees.

2. Consumer product purchases - Sales made on-site or through affiliate links during the events.

3. Keystone events - Established events like Condé Nast's Met Gala and Forbes' 30 Under 30 serve as springboards for multiple revenue streams.

4. Holistic approach - Viewing events not just as in-person gatherings but also as content production opportunities for social media, driving awareness and conversions.

5. Branded content integration - Extending the branded content revenue stream by aligning it with the theme and tone of events.