Publishers Need to Apply Yield Optimization Techniques To Subscription Pricing
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The migration of advertising spend from print, television, radio, and cable to digital platforms is transforming the business models of publishing and broadcasting companies all over the world. Magazines are no exception. The good news is that magazines in the United States have long under-charged their customers, and they can likely increase audience revenue significantly to offset some of the lost advertising revenue.
Other industries have demonstrated the opportunity that exists for additional consumer revenue. Newspapers have doubled the price of their subscriptions in the past five years while only increasing their subscription losses a few percentage points.
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