The triggers of trust, driving subscriptions with video, and more: This week in publishing | What’s New in Publishing

The must-read publishing stories you may have missed this week

A viable way for video to drive subscriptions

Publishers have seen several cycles of online video hype in the past few years. From the ‘pivot to video’ to the Facebook-led push to live streaming, each attempt has left publishers with a fair gap between the amount spent on the content and any returns on viewership or solid revenue.

But in Europe, some publishers are seeing success using video as part of their subscriber acquisition strategies. By focusing on regional content and small league sport, Norwegian publisher Amedia has made video an important factor in recruiting new digital subscribers.

Of course, this approach won’t work for everyone. But the case study – explored here by The Fix –  just goes to show that for some publishers, there is a financially viable way for video to be used as part of a subscription strategy.



From brand to gut instinct—the triggers of trust: Key insights for publishers from Pew Research, Reuters Institute and Knight Foundation

The news organization that publishes a story is a very important factor when determining its trustworthiness for half of US adults, according to a recent Pew Research Center study. It focuses on five factors that influence their trust level in a news story. 50% of the participants indicate the news organization that publishes the story to be a critical factor, followed by the sources cited in it (47%). 


“The fastest, most flexible way for publishers to diversify their revenue”: Strategies that make affiliate marketing work

“5 Ways to Make Affiliate Marketing Work for You in 2021,” shares key affiliate marketing strategies publishers can use to grow their eCommerce revenues.


GroupM forecasts $1 trillion+ advertising growth in 5 years

GroupM expects global advertising to grow by 19% during 2021, a significant upward revision from their December forecast. This represents a level of ad revenue that is 15% higher than 2019.


5 places to source data for better data-driven content

In an internet full of content—plentiful fluff pieces, sources without citations, and simple regurgitations of existing content—original insights and unique data-driven content stand above the pack.


First-party data: How publishers can reclaim their audience relationships

When third-party cookies finally go away in 2022, marketers will be looking longingly at the audience data collected directly by publishers to help them define and target their messaging.


Investing in sustainable media businesses: Insights from the MDIF

Deputy CEO Mohamed Nanabhay talks about how the MDIF decides which businesses to invest in, and why he thinks the pandemic has provided an opportunity for independent media to thrive.


Video can help publishers’ subscription strategy (but it’s not for everyone)

In Europe, especially in Scandinavia, publishers are able to acquire a lot of subscribers by producing exclusive video and putting it behind paywall.


Adoption of first-party IDs is nearing third-party cookie volumes for publishers

Adform has released data showing how an overwhelming majority of publishers in key European markets are now passing first-party IDs in the programmatic bidstream.


Harnessing 2020’s media quality lessons for greater publisher gains

To maximise yield in 2021 and beyond, it’s vital that we understand the recent changes in brand risk, ad fraud and viewability and what this means for ongoing monetisation strategy.

The (mostly) bright future of email newsletters

Apple’s updates endanger the industry’s key metric, but it’s a minor hiccup.

How to best combat fake news and misinformation online

“Inoculation theory” involves pre-emptively warning people of an impending attack on their beliefs and refuting the persuasive argument (or exposing the manipulation techniques) before they encounter the misinformation.

Refreshing Future’s wine brand for its loyal readers: Decanter Editor in Chief Chris Maillard

Decanter’s Editor in Chief Chris Maillard talks about the challenge of refreshing Future’s newly-acquired wine brand – without alienating its incredibly loyal readership.

See the rest of this week’s stories at whatsnewinpublishing.com

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