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What comes up must go down. When Covid-19 hit, publishers of all stripes saw historic traffic highs translate to historic subscription highs. Not all of them could be kept.
The New York Times CEO Meredith Kopit Levien, Adweek’s Publishing Executive of the Year, explains that, after a year of historical subscription growth, some churn is expected. In general, the Times is happy with its retention levels. Lately, it’s been investing heavily in subscriptions businesses for its non-news products such as games, cooking and its Wirecutter affiliate site.
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