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At a European conference in 2018, an exec at a leading subscription news publisher candidly shared offstage that the company’s advertisers were feeling snubbed by the publisher’s loud proclamations of being a subscription-first company—because it seemed as if the clients’ wishes were less important than the subscribers’.
Fast-forward a few years, and subscriptions have become a more stable revenue line for a sustainable media company. Now, most publishers have some form of membership or reader revenue offer.
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