Can Subscription Revenue and AI Save Quality Journalism?

Publishers are struggling to make up for ever-declining advertising and print revenue. Can newsrooms rely on (digital) subscription revenue to stay afloat? Will AI be the savior in this situation, or could it potentially make things worse?

These are just a few of the themes discussed by Juan Señor in his latest Innovation in News Media World Report, unveiled at the 2024 WAN-IFRA World News Media Congress.

The report dives deep into several pivotal themes that every newsroom should consider when crafting their strategies, from AI strategies to revenues and fact-checking. Join us as we extract five key takeaways from this influential report, offering a glimpse into the strategies that could redefine the future of newsrooms worldwide.

Flexible business models and monetization strategies are essential for sustainable news organizations.

A key theme discussed in the Innovation in News Media Report is business models and how to maintain sustainability in a world where subscription revenue growth is slowing down and advertising revenue is plummeting.

One of the key takeaways from the report is the growing importance of freemium models and dynamic paywalls. The flexibility of dynamic paywalls that adjust access based on user behavior and engagement provides an optimal balance between generating reader revenue and maintaining ad revenue. This approach allows publishers to tailor their strategies to different audience segments, enhancing user experience and maximizing revenue potential.

The shift towards more flexible business models is crucial in balancing advertising and subscription revenues. The report mentions,

“Is this the start of a ‘great subscriptions reversal’ as some commentators have speculated? We think not, and we present some compelling studies from around the world to show that there is huge potential yet to tap into reader revenue.”

Juan Señor

The report showcases various case studies from different countries, demonstrating that a one-size-fits-all approach does not work. Publishers must be willing to try new strategies, learn from their outcomes, and adapt accordingly to find the best revenue models for their specific audiences.

In an election year and with increasing AI-generated content, fact-checking is more important than ever.

The prevalence of misinformation poses a significant threat to the news industry. With the rise of social media and the increasing sophistication of AI-generated content, distinguishing between fact and fiction has become more challenging than ever. The report emphasizes, “It’s more important than ever that news organizations step up [their fact-checking game].”

“Fact-checking is failing. The old way of publishing fact-checks— putting them on websites and promoting them through social media—isn’t getting them to the people who need them. It’s time to reimagine how fact-checkers publish and broadcast their work.

In the coming year, I predict (okay, I hope) that fact-checkers will reassess their goals and reimagine how they publish their work. It’s time to get rid of our old approach, and 2024, an election year, is an ideal time.”

Bill Adair, founder of Politifact, in his Nieman Lab’s prediction for 2024.

Various innovative approaches to fact-checking are highlighted in the report, showcasing how news organizations worldwide are tackling misinformation. For instance, some organizations have integrated AI tools like Newtral to either flag content that needs fact-checking or even perform fact-checking automatically.

Additionally, collaboration across the industry is essential to address the challenges of misinformation effectively. News organizations should share best practices and collaborate on fact-checking initiatives. This collective effort can significantly enhance the credibility and reliability of news content across the board.

AI has become essential for repetitive tasks in newsrooms.

AI technologies have quickly become essential tools in modern newsrooms, with nearly 90% of respondents in the JournalismAI survey reported using AI for tasks such as fact-checking, proofreading, trend analysis, and generating summaries. According to the report, 74% of respondents believe that“generative AI will help us do some things more efficiently, but the essence of what we do won’t change.”

How are newsrooms using AI? Source: JournalismAI

While AI offers numerous advantages in terms of efficiency, there is a broad consensus that it should not replace the human elements of journalism. As a respondent in the report noted,

“AI will help us produce better articles, identify audience needs, and eliminate some redundancies. However, humans will still be essential for fact-checking, quality control, and ethical adherence.”

As we have discussed in previous articles, publishers should approach AI strategically and with clear ethical guidelines. By leveraging AI tools responsibly, news organizations can improve efficiency, enhance content quality, and ensure journalism continues playing the critical role of keeping society informed.

AI negotiations should be approached with caution to ensure publishers’ content is fairly evaluated.

In an article a few weeks back, we discussed AI negotiations and potential ways for publishers to approach them. The report also touches on this: “The responses have varied from offensive to defensive strategies – from filing major lawsuits against OpenAI to teaming up with them to provide content for the training of these models and allowing content to be used for summaries.”

Ensuring the fair use and protection of intellectual property is a paramount concern for publishers. The report notes,

“This is a fast-evolving landscape but we try to provide you with a comprehensive global picture of what publishers are doing worldwide and where things stand. Which side of this strategy you decide on could very well determine the future course of your news organization.”

At Twipe, we support transparent and fair negotiations with AI companies. We believe collaboration can be beneficial but must be approached cautiously and clearly.

“Publishers must unite to firmly maintain that AI will never substitute for reporting stories, a task that requires the conscience and intelligence machines simply cannot possess.”

Juan Señor

Publishers leverage AI to carry out routine tasks and personalize news feeds, increasing engagement.

“Publications like Aftonbladet in Sweden and Helsingin Sanomat in Finland are adding summary bullet points to articles, increasing engagement, particularly among younger readers.”

Juan Señor

By leveraging AI for routine tasks, journalists can focus on more complex and creative aspects of their work, ensuring that the essence of journalism remains intact.

Effective content distribution is another way to engage readers and maintain their loyalty. The report emphasizes the importance of timely and personalized push notifications,

“Twipe’s JAMES is an AI-powered content management system that uses ML algorithms to analyse user behaviour and interests to deliver personalised news content.”

Furthermore, AI-powered recommendation systems play a significant role in boosting engagement. These systems analyze reader behavior to suggest articles that match their interests, increasing the likelihood of prolonged engagement. It must be noted that data-driven personalization must respect reader privacy and preferences. Twipe advocates for transparent data practices, ensuring that personalization efforts are effective and respectful of user trust.

Key takeaways from the report

The Innovation in News Media World Report 2024-25 provides a roadmap for newsrooms navigating an era of significant transformation. Key takeaways from the report include:

  1. Dynamic Revenue Models: Implementing dynamic paywalls and freemium models helps balance revenue between subscriptions and advertising. Tailoring strategies to different audience segments enhances user experience and maximizes revenue.
  2. Innovative Fact-Checking: Investing in advanced fact-checking approaches is crucial, especially during critical times like wars and elections. Industry collaboration to share best practices can significantly boost the credibility of news content.
  3. Leveraging AI Tools: Organizations utilize AI for tasks like fact-checking, proofreading, trend analysis, and generating summaries while ensuring that the human essence of journalism remains intact.
  4. Cautious AI Collaboration: Negotiations between publishers and AI companies are inevitable. It’s important to ensure AI complements rather than replaces the nuanced work of journalists.
  5. Personalized Content with AI: Using AI-powered tools like Twipe’s JAMES for personalized content has boosted engagement and reduced churn. Respecting reader privacy and maintaining transparent data practices are essential for building trust and loyalty.

By focusing on these strategic areas, news organizations can effectively address the challenges posed by declining print and advertising revenues. Embracing innovation while maintaining the core values of journalism will be key to thriving in an uncertain future.


Carlo Prato
Digital Marketer

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