2021 Digital Publishing Industry Report

Year-over-year, consumers are more open to receiving relevant, trustworthy content over more channels, giving publishers a more diverse set of tools to drive engagement and revenue.

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In this Y.o.Y. report, we’ll examine four consumer trends we’ve discovered after conducting industry surveys over the past three years.

 

TRUST IN THE PUBLISHER IS CRUCIAL

Trust is a huge factor in audience engagement across every channel.

Once subscribers know they can trust the publisher to send them relevant content, they’re open to receiving it via new channels.

Email continues to be a trusted channel by consumers — and that trust gets stronger with each year.

 

BROWSER-BASED PUSH NOTIFICATIONS

Push is Gaining Traction

Browser-based push notifications have become one of the most effective new channels for reaching subscribers, especially with urgent news.

Twice as many consumers want push notifications for breaking news.

 

MULTICHANNEL ADVERTISING

Consumers are increasingly open to ads across all channels

People understand content isn’t free, and seeing ads is a price they’re willing to pay for access to high-quality content.

Consumers are more desperate than ever for reliable sources of news and information they can trust.

TRUST IN THE PUBLISHER TRANSFERS TO THE ADVERTISER

Conveyed trust drives revenue.

Year-over-year data shows that trust plays a huge role in determining whether consumers will click on those ads.

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