The document discusses how microsubscriptions can help address two major threats facing the publishing industry by bridging the gap between free content and subscriptions. It notes that ad revenues are under pressure due to ad blocking and competition, and consumers are less likely to subscribe to a single news source. Microsubscriptions allow publishers to monetize all customer types through pay-as-you-go or low-cost subscription options. The document suggests that microsubscriptions can boost full subscription conversions and help publishers understand what content users are willing to pay for.

1. Microsubscriptions: a catalyst for
Advertising and Subscription revenues

2. The publishing industry faces two major threats
Ad revenues are under
increasing pressure
Consumers are less inclined to
subscribe to a single newspaper

3. The publishing industry faces two major threats
Ad revenues are under increasing
pressure
• The rise of adblocking
• Competition from tech giants
• Consumer privacy concerns
• Increased regulation

4. The publishing industry faces two major threats
Consumers are less inclined to
subscribe to a single newspaper
• Moving from print to digital
• Decline in brand awareness
• Proliferation of news sources
• Competition for attention

5. *Juniper Research report ‘Worldwide Digital Advertising: 2016-2020’
• More than 200 million active users
• 5% to 65% of publishers’ audiences*
• $27 billion in lost revenue by 2020
• Protect your ad revenues
• Learn what content audiences pay for
• Great RPMs: $2 to $20 per 1000 views
• Over 70% of users whitelist
Adblock relief:
A short term revenue fix

6. Microsubscriptions:
Bridging the gap between free and subscription
SUBSCRIPTIONS: BOOST CONVERSIONS
OVER
7% of
MICROSUBSCRIPTION
PURCHASERS go on to
PURCHASE 1MONTH+ SUBSCRIPTIONS
MONETIZE ALL YOUR CUSTOMER TYPES
#OFPOTENTIALCUSTOMERS
HOURLY DAILY WEEKLY MONTHLY ONCE
FREQUENCY OF VISIT
SUBSCRIPTIONS MICROSUBSCRIPTIONS PAY-AS-YOU-GO
MONETIZATION MECHANISM

7. Pop up a soft paywall
to just those readers
running an adblocker.
Use their purchasing
habits to inform the
types of content for
which readers are
willing to pay.
Deploy journalism
resources to focus on
producing more valued
content.
Impressions?
Dwell-time?
Ad clicks?
Shares?
?!
Or what consumers are
actually willing to pay for?
Newsroom optimisation:
What metric should publishers use to allocate
journalists most efficiently?

8. User experience:
20x improvements in revenues

9. Questions?
Email: jimme@jamatto.com