Paywalls, NYT bundles, and the top 100 digital publishers | Adrian, your media AI-curator

Less is More: The Fine Art of Paywall Strategy

Nieman Lab, Less is more, and discounts work: A new study looks at the minutiae of paywall strategy

Showing less content in front of a paywall can actually increase subscriber conversion rates, concludes a new study published in Journalism Studies.

Researchers analyzed millions of user visits to German and Austrian news sites and found that displaying article decks and ledes decreased the likelihood of visitors subscribing. The study suggests that readers may feel sufficiently informed by these “teaser” elements and less inclined to pay for full access.

Conversely, offering discounts proved to be the most effective incentive for driving subscriptions.

News-Only Subscriptions Decline as Bundles Take Center Stage

Press Gazette, Third of New York Times subscribers do not pay for its news product

While the New York Times ended 2024 with an increased number of total digital subscribers, the proportion of those with news-only subscriptions has decreased.

Rather, a growing number of New York Times readers are opting for bundled subscriptions that include non-news products like Cooking and Games. This indicates a successful strategy of diversifying revenue streams and catering to a wider range of interests. By offering attractive bundles, The New York Times aims to increase customer lifetime value.

The Challenge of Capturing and Keeping Audiences in a Digital Age

The Audiencers, The four dimensions of personalization

“Personalization is no longer a nice-to-have; it’s a must-have,” shares Tom Burrell, author of the Retention Blueprint newsletter.

In this article, Burrell introduces a framework outlining four key dimensions of personalization: content, experience, channel, and timing.

The 100K Club: Ranking the World’s Top Digital News Publishers

Press Gazette, 100k Club: 2025 ranking of world’s biggest news publishers by digital subscribers

Press Gazette has released its annual ranking of the world’s top 100 news publishers with a digital subscriber base of over 100,000. The list highlights the growing importance of digital subscriptions as a revenue stream for news organizations.

The ranking provides valuable insights into the strategies and tactics employed by successful publishers to attract and retain subscribers. By analyzing their performance, media organizations can identify best practices and benchmark their own progress.

The Future of Journalism: Key Trends and Predictions

FT Strategies, Reflecting on ‘Journalism and Technology Trends and Predictions 2025’ from the Reuters Institute

FT Strategies has released its reflections on the Reuters Insititute’s annual predictions for the journalism industry.

The 22-page report highlights several key trends shaping the future of news, including the rise of AI, the evolution of the creator economy, and the increasing importance of data journalism.

The report offers valuable insights for media organizations looking to develop innovative strategies to attract and engage audiences.