Aug 22, 2018
If you follow the digital media sector, you’ve likely noticed that advertising as a business model is on the wane. With the Facebook and Google duopoly sucking up just about all the advertising money flowing online, publishers have been forced to find alternate revenue sources to fund their content.
One such source: subscriptions. More and more publishers are rolling out subscription and membership programs, and many have been successful.
One such success? Innovation Leader, a small business-focused publication that launched in 2013. It carries no advertising, has a hard paywall, and charges subscribers $695 a year.
I recently sat down with one of its cofounders, Scott Kirsner, and asked him about why he settled on such a high price point, how the publication markets to new subscribers, and how it approaches content development.