1、A DEEP DIVE INTO DIGITAL SUBSA benchmark report from:SEPTEMBER 2021In partnership with02Writer Pierre de VilliersEditor Sylkia J.Cartagena Sub-editor Victoria Etherington Designer Ian Crawford FIPP All rights reservedDigital Subs03 Introduction06 The results are in14 Learning from the bestContents03

2、Digital SubsIN ITS ANNUAL SURVEY OF media leaders released in January,The Reuters Institute for the Study of Journalism asked editors,CEOs and digital experts where their revenue focus will lie in 2021.A remarkable 76%said driving digital subscriptions was important or very important,ahead of both d

3、isplay and native advertising.Given that the reverse was true when the question was last asked in 2018,the feedback underlines the Subscribing to successMedia groups around the world are increasingly embracing digital subscriptionsINTRODUCTION04Digital Substheir local area,or just needed entertainme

4、nt in times of social distancing,”says York Walterscheid,Managing Director of CeleraOne.“The question now becomes,how do you keep such a good conversion rate?Most of the publishers need to be very careful in saying:My strategy worked out and I can now rest on my laurels.It is crucial for publishers

5、to look at their post-Covid strategy now.”In drawing up a strategy,digitisation will be and is already at the top of the agenda for publishers across the board,adds Walterscheid.important insight into how paywalls and subscribers are evolving.The benchmark report arrives at a pivotal moment in the e

6、volution of paywall strategies.While Covid-19 has resulted in a wave of digital subscriptions as the public went looking for information about the crisis,the question is whether the post-Covid period will have the opposite effect.“We are entering an interesting period because most of the people who