A new survey suggests the link between reach and revenue is ‘totally broken’ for independent publishers. But equating reach and revenue is a strange takeaway.
The study shows almost 60 of the UK’s independent publishers earned a combined revenue of less than £5.4 million in 2020 despite a reach of over 10 million people a month. And the report does a great job of lifting the lid on the business concerns of smaller outfits. But there’s no scientific formula that says if you reach X people you’ll make Y money. That focus on scale caused the failed platform pivot.
Smaller publications shouldn’t be chasing scale. The real headline here is that most independent publishers get by on shoestring budgets – median income just £42,224 – and as a sector, it needs to be figuring out what a sustainable revenue mix looks like.
The ad market is booming and Axios says all sorts of businesses are doubling down on ad sales. That means online grocers, delivery companies and gaming platforms selling ad space alongside Big Tech and, oh yes, you the media. Underlining the trend, grocery delivery firm Instacart just poached the senior Facebook exec behind the social network’s mobile ad rollout.
The (once) iconic, music, entertainment and culture magazine Rolling Stone is to be published in the UK. Stream Publishing, the team behind Attitude, the UK and Europe’s best-selling LGBTQ title has signed an exclusive deal with Penske Media to launch the brand in print and online. I’m watching this one with a hopeful, but realistic eye.
There are calls for Theresa May’s former communications director Sir Robbie Gibb to be sacked from the BBC board. It is claimed he tried to block Jess Brammar from a senior job on political grounds. UK media Twitter is furious about “Conservative cronyism at the heart of the BBC” but political resignations are as rare as Tory MPs in Scotland so don’t hold your breath.This content originally appeared in The Media Roundup, a daily newsletter from Media Voices. Subscribe here: