The Ad Trap: Why and How B2B Media Should Look to Subscription Revenue

Business-to-business media has traditionally shunned the use of subscription revenue in favor of paid print advertising. A decade of dwindling ad revenue has started to move publishers toward alternate revenue streams, and one of those is subscriptions.

In the age of the Internet, and especially since the Great Recession of 2008, the value proposition of print advertising has faded, only partly replaced by online digital advertising, and even that seems shaky. Instead, some media companies and information publishers are looking at ways to monetize their audience directly with the option to subscribe to new, premium products that may replace or co-exist beside legacy magazines.
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