Advertising the main revenue stream for just 35% of publishers

An overview of which digital revenue streams are most important to news publishers in 2019.

News publishers are moving away from advertising as their most important revenue stream, according to the latest data from the Reuters Institute for the Study of Journalism. In a global survey of 163 senior publishing figures, only 35% said advertising will be their main digital source of revenue in 2019. Display ads proved more popular, at 27%, compared to native advertising's 8%. Instead, news publishers will be focusing their efforts on driving income from subscriptions.

However, news publishers do see a supporting role for advertising in generating revenue. Over 80% of respondents said they see an important role for display...

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