Chief Subscriptions Officers Have a Critical Role to Play in Advertising Efforts

The position, tasked with internal change, requires a diplomatic touch

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As the importance of subscription revenue continues to grow, some media companies are taking steps to ensure their internal structures better reflect their evolving business model. The moves are designed to drive efficiencies in both their advertising and subscriptions efforts, but such realignments can be fraught with personnel challenges.

To navigate that transition, in the last year publishers including Gannett, The Washington Post, Dow Jones and streaming platform DAZN have all hired chief subscriptions officers––or similar positions with different titles––a role whose creation signals that reader revenue is now a defining focus for publishers, rather than a bolt-on. 




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