The Columbia Journalism Review, in collaboration with the Tow Center for Digital Journalism, the Membership Puzzle Project, and the Institute for Nonprofit News, published findings from years of research in a “Guide to Audience Revenue and Engagement.” This report is aimed at publications in the early stages of exploring how to use audience engagement to drive both revenue and loyalty.
Key takeaways include:
- Understand the different forms of direct audience revenue: subscription, membership, and donation
- Direct audience revenue can be a cornerstone revenue stream, but it is unlikely to be your sole business strategy
- Try well-planned email newsletters. They are one of the most powerful engagement and revenue tools at publishers’ disposal.
- Be aware that focusing on audience revenue and audience engagement often requires difficult culture change in the newsroom.”