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Fighting for journalism and profitable news media
Travel mag TTG on 'growth path' despite print closure | Reader revenue tips from The Guardian
And partner Wright’s Media shares how publishers can generate new revenue from commerce and affiliate content.
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Good morning from the team at Press Gazette on Wednesday, 22 October. Here’s our daily round-up of media news.
✈️As Press Gazette knows too well, the death of your print edition does not have to be the end. In fact it can be the start of a new adventure in the adrenaline-fuelled world of online publishing and live events.
That is certainly the case for TTG (formerly Travel Trade Gazette), which has stopped publication of its print magazine after 72 years.
Chief executive (and owner) of the brand Daniel Pearce told us how events and reader data are keeping TTG in profit and funding its 32-strong team. Interestingly, he said they found an online paywall was not the answer but instead they use audience data from the registration-gated website to drive attendance at events, sponsored content and paid-for research reports.
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📈In the final report from our Future of Media Trends event, The Guardian’s chief supporter revenue officer Liz Wynn shared insights into how it grew income from supporters and subscribers by 22% to £107m last year.
She revealed that only 2.4% of readers support the title financially but together they provide 64% of its overall revenue.
At the same event Adriana Whiteley, director of FT Strategies, revealed how personalised messaging around the FT paywall has led to a huge increase in the rate at which readers are converted into subscribers. While AI is used to decide who sees what message and when, the messages themselves are human written – she said.
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💷 And Press Gazette’s commercial partner Wright’s Media has a message to publishers about how they can generate new revenue from commerce (or affiliate) content such as buyer’s guides and reviews.
Many publishers make revenue from these sort of articles through revenue share from clicks that lead to purchases. But according to Wright’s, publishers should also be looking to license those editorial endorsements so that they get paid every time a brand leverages an editorial name-check.
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🗞️News In Brief
Bob Procter, a former journalist with the Express and Star at Wolverhampton for almost three decades, has died aged 89. (Press Gazette)News Corp CEO Robert Thomson has said AI companies are making a “fundamental miscalcula