Publishing is an industry that is no stranger to disruption. The digital revolution, while no longer new, still continues to make waves in publishing as technology, media, economic and social forces all impact both new publishers and venerable institutions that have been around for more than a century.
Subscriptions and advertising have traditionally made up the bulk of newspaper and magazine revenue, and it’s no different for today’s publishers. Online advertising has long been a staple of Internet-based businesses as well, and news sites, online magazines, and blogs have good track records of being able to deliver the traffic that advertisers seek from them.
The challenge of generating revenue from advertising is not simply down to transitioning from print to digital for publishers (especially given how many big players are now digital-first), but also in navigating the increasingly complex world of online advertising. From PPC and programmatic advertising to interstitials and paywalls, the online publishing world has been at the forefront of testing out and experimenting with new ways to sustain themselves and profit through advertising revenue.