Digital Media Products, Strategy and Innovation

By Kevin Anderson, Consulting Services Director, Kaldor/Pugpig.

INMA: News digital subscription growth continues despite audience drop off since pandemic peak PLUS BuzzFeed CRO sees opportunities despite prepping for recession

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INMA: News digital subscription growth continues despite audience drop off since pandemic peak PLUS BuzzFeed CRO sees opportunities despite prepping for recession
INMA’s Greg Piechota released some fascinating research that shows that despite several signs of a post-pandemic slump in engagement with news that major publishers around the world are still seeing digital subscription growth. And that’s important as there are growing signs of significant dip in advertising in several countries so reader revenue will become even more important than it already is.

INMA: Digital subscription growth continues despite news fatigue, world eve...
INMA has released some really important research showing just how much news website use has come down from its pandemic peak. A lot of key metrics are down such as market penetration, sessions and the proportion of heavy users. But subscriptions were still growing. However, cancellations have started to rise too.
How Now This became a social media news powerhouse - Press Gazette
Now This has become the most viewed US-based news brand on YouTube, Twitter and Facebook. And it’s the largest news brand overall on Tik Tok with 9m followers. The key has been to identify the topics that appeal to the younger users on these platforms.
Wordle is now integrated in The New York Times Crossword app – TechCrunch
This signals how the New York Times is leaning into bundling even before an activist investor worked to push it in that direction.
How BuzzFeed Inc.’s Edgar Hernandez is preparing for a recession while seeing signs of recovery - Digiday
BuzzFeed is focusing on “efficiency and innovation” as it shits to a recession footing. To support that, they focus on key data points such as dwell time on video. Despite seeing the softening US economy affect its own results, it has seen RFPs from advertisers increase YoY.
WARC’s spend predictions paint dire picture for 2023 advertising, especially social media - Digiday
Oh, this makes me miss Google Realtime search all over again, but it’s an interesting move. It’s been a while since Google tried to incorporate social signals into search. I’m now curious about whether Google and Twitter are working together on this.
Podcast and Audio news
iHeartMedia to Host Metaverse Concerts In ‘Fortnite’ Virtual World – The Hollywood Reporter
This is an interesting move that looks to leverage existing virtual spaces for their business. It’s also an interesting extension for an audio-based business.
NPR adds podcasts to YouTube | Current
Speaking of an interesting extension of an audio-based business, I spotted Joel Sucherman, NPR’s VP of audio platform strategy, talking about this on LinkedIn. He is pushing hard to expand NPR’s reach while juggling the needs of a lot of different internal stakeholders.
I made a map of Spotify podcast recommendations. Here's what I learned.
One thing that’s really interesting in this analysis - Spotify focuses on episodes rather than shows.
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Kevin Anderson, Consulting Services Director, Kaldor/Pugpig.

Digital transformation and product development with a media focus.

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