Increasing subscription revenues will free some of our best national media from dependence on mass audience advertising. But at what cost?
For decades, media critics have lamented American journalism’s over-reliance on advertising and pointed to Europe’s reader-funded press as the better alternative. Less than a decade ago, American newspapers on average depended on advertising for more than 80 percent of their revenues. Since then, many newspapers have moved closer to a 50-50 proposition, and The New York Times now earns more than 60 percent of its revenues from subscriptions. In early December, the Times doubled-down on this approach by reducing the number of monthly free articles available to non-subscribers from 10 to 5.
The upside of the subscription model is that readers are only going to shell out money for something they really want or need. This puts a premium on the highest quality journalism. Indeed, some of the world’s best commercial media are audience rather than advertiser supported. For example, in France, 130,000 monthly subscribers are the sole support for Mediapart’s outstanding investigative reporting.
The downside is that readers who pay premium prices may also come to equate quality journalism with news that reinforces their deeply held beliefs, creating pressures for a news organization to hew to a consistent political line — likely liberal, given the partisan leanings of most heavy news consumers.
Another downside is that subscriber-oriented news caters to high-income, high-education elites. As paywalls get firmer, total audiences may decline. It’s quality news, but not for everyone. Given their current funding guidelines, foundations are part of the same problem, not the antidote.
We should not be surprised that the majority of Americans left outside of this supposedly virtuous circle will come to feel even more alienated and distrustful of media that exclude them.
Meanwhile, while liberal media draw their circles ever tighter around themselves, conservatives are fighting to extend their mass reach: Witness Rupert Murdoch’s push to create advertising networks that will challenge those of Facebook and Google, or Sinclair’s takeover of local television news — still the major news source for most Americans.
What’s missing in the U.S. is what always exists alongside Western Europe’s reader-supported press: taxpayer-supported public service broadcasting — think BBC in England, ARD in Germany, or SVT in Sweden. Large-scale public media ensure that every citizen is exposed to high quality media content, raising the overall level of public knowledge. America’s underfunded and politically pressured PBS and NPR are simply not up to the job.
In short: The only way to avoid the democratic death spiral I’ve described above is to give up the illusion that there is a purely commercial solution to American journalism’s civic crisis.
Rodney Benson is professor of media, culture, and communication at New York University.
Rodney Benson Better, less read, and less trusted
Alexios Mantzarlis Moving fake news research out of the lab
Rubina Madan Fillion Unlocking the potential of AI
Ray Soto VR reaches the next level
Borja Echevarría TV goes digital, digital goes TV
Jarrod Dicker Honesty in advertising
Brian Lam Sketchy ethics around product reviews
José Zamora Revenue-first journalism
Susie Banikarim R.I.P. Pivot to Video (2017–2017)
Sally Lehrman Trust comes first
Ståle Grut Reclaiming audience interaction from social networks
AX Mina Memes and visuals come to the fore
Niketa Patel Live journalism comes of age
Sara M. Watson Feeds will open up to new user-determined filters
P. Kim Bui The reckoning is only beginning
Michelle Ferrier The year of the great reckoning
Errin Haines At the ballot, it’s time to count black women
Alfred Hermida Going beyond mobile-first
David Skok Finding an information-life balance
Matt Carlson Attacks on the press will get worse
Kathleen McElroy Building a news video experience native to mobile
Jared Newman Venture funding and digital news don’t mix
Charo Henríquez Training is an investment, not an expense
Rachel Schallom Better design helps differentiate opinion and news
Mi-Ai Parrish Blockchain and trust
Sarah Marshall Loyalty as the key performance indicator
Alan Soon The rise of start of psychographic, micro-targeted media
Debra Adams Simmons And a woman shall lead them
Amie Ferris-Rotman More female reporters abroad (please)
Dheerja Kaur Fun with subscription products
Molly de Aguiar Good journalism won’t be enough
Matt DeRienzo A recession, then a collapse
Nicholas Diakopoulos Fortifying social media from automated inauthenticity
Matt Boggie The intellectual equivalent of the Dead Sea
Doris Truong Computer vision vs. the Internet vigilantes
Amy Webb Listen to weak signals
Jacqui Cheng Retailers move into content
Cory Haik Suffering from realness, pivoting to impact
Kristen Muller The year of the voter
Michael Kuntz The only pivot that might work
Aron Pilhofer We can’t leave the business to the business side any more
Lucas Graves From algorithms to institutions
Damon Krukowski Reviving the alt-weekly soul
Mario García Storytelling finally adapts to mobile
Jamie Mottram From pageviews to t-shirts
Caitlin Thompson Podcasting models mature and diversify
Tanya Cordrey Finally, the seeds of radical reinvention
Ruth Palmer Risks will grow for news subjects — especially minorities
Mary Meehan Real lives are at stake in rural areas
Julia B. Chan Looking for loyalty in all the right places
Dannagal G. Young Stop covering politics as a game
Umbreen Bhatti The trust problem isn’t new
Joanne Lipman Journalists inventing revenue streams
Tanzina Vega It’s time for media companies to #PassTheMic
Corey Ford The empire strikes back
Jennifer Brandel and Mónica Guzmán The editorial meeting of the future
Mandy Velez texting is lit rn, fam
Claire Wardle Disinformation gets worse
Amy King Let’s amplify visual voice
Carlos Martínez de la Serna The new journalism commons
Sam Ford The year of investing in processes
Edward Roussel Eyes, ears, and brains
Andrew Ramsammy The year ownership mattered
Taylor Lorenz Social and media will split
Evie Nagy Pivot to mobile video frustration
Marie Gilot No assholes allowed
Trushar Barot The Jio-fication of India
Nikki Usher The year of The Washington Post
Julia Beizer A longer view on the pivot
Andrew Losowsky The year of resilience
Feli Sánchez The year for guerrilla user research
Emma Carew Grovum Newsroom culture becomes a priority
Cindy Royal Your journalism curriculum is obsolete
Hannah Cassius The year of the echo-chamber escapists
Mariano Blejman News games rule
Ernst-Jan Pfauth Publishing less to give readers more
Tim Carmody Watch out for Spotify
Zizi Papacharissi Women come back
Dan Shanoff You down with OTT? (Yeah, DTC)
Miguel Castro The arrival of the impact producer
Jesse Holcomb Information disorder, coming to a congressional district near you
Nicholas Quah Stop talking trash about young people
Jim Brady With the people, not just of the people
Caitria O'Neill The new court of public opinion
Rasmus Kleis Nielsen The Snapchat scenario and the risk of more closed platforms
Juleyka Lantigua Women of color will reclaim and monetize our time
Valérie Bélair-Gagnon Seeking trust in fragmented spaces
Jessica Parker Gilbert Design connects storytelling and strategy
Rachel Davis Mersey AI, with real smarts
Mary Walter-Brown Show a little vulnerability
Betsy O'Donovan and Melody Kramer Skepticism and narcissism
Jennifer Coogan The future is female
Emily Goligoski Looking beyond news for inspiration
Elizabeth Jensen Show your work
Basile Simon We need better career paths for news nerds
Monique Judge Letting black women tell their own stories
Mira Lowe The year of the local watchdog
Imaeyen Ibanga Longform video leads the way
Tracie Powell The muting of underserved voices
Alastair Coote The year of self-improvement
Richard Tofel The platforms’ power demands more reporters’ attention
Craig Newmark Working together toward sustainable solutions
Kawandeep Virdee Zines had it right all along
Adam Thomas Sharing is caring: The year of the mentor
Pia Frey Address users as individuals
Nushin Rashidian Publishers seek ad dollar alternatives
Tamar Charney We get serious about algorithms
Manoush Zomorodi Self-help as a publishing strategy
Matt Thompson Here come the attention managers
Bill Keller A growing turn to philanthropy
Sydette Harry Listen to your corner and watch for the hook
Christopher Meighan Passive partnership is in the rearview
Daniel Trielli The rich get richer, the poor scramble
Kim Fox Audience teams diversify their approach
Yvonne Leow The rise of video messaging
Frédéric Filloux External forces
Raney Aronson-Rath Transparency is the antidote to fake news
Heather Bryant Building the ecosystems for collaboration
Vivian Schiller Pivot to tomorrow
S. Mitra Kalita The arc of news and audience
Cristina Wilson The year of the Instagram Story
Will Sommer The year local media gets conservative
Justin Kosslyn The year journalists become digital security experts
Pablo Boczkowski The rise of skeptical reading
Millie Tran and Stine Bauer Dahlberg (Hint: It’s about your brand)
Sam Sanders Shine the light on ourselves
Rodney Gibbs Tech workers turn to journalism
Hossein Derakhshan Television has won
Joanne McNeil Gatekeeping the gatekeepers
Jim Moroney Newspapers have to be good enough for readers to pay for
Francesco Marconi The year of machine-to-machine journalism
Raju Narisetti Mirror, mirror on the wall
C.W. Anderson The social media apocalypse
Carrie Brown-Smith Transparency finally takes off
Juliette De Maeyer A responsible press criticism
Alice Antheaume Are you fluent in AI?
Michelle Garcia Navigating journalistic transparency
Jassim Ahmad Thriving on change
Pete Brown Push alerts, personalized
Steve Grove The midterms are an opportunity
Eric Nuzum Beyond the narrative arc
Marcela Donini and Thiago Herdy Collaboration is the way forward for Brazilian journalism
Lanre Akinola Making noise is not a strategy
Eric Ulken The year local publishers get smart(er) about change
Jennifer Choi Standing up for us and for each other
Luke O'Neil The end is already here
Joyce Barnathan It will be harder to bury the news
Mike Caulfield Refactoring media literacy for the networked age
Andrew Haeg The year journalists become relationship builders
Corey Johnson The pro-fact resistance
Helen Havlak Keywords, not publishers, power the world’s biggest feeds
Laura E. Davis Writing answers before you know the question
Renée Kaplan The year of quiet adjustments (shhh)
Vanessa K. DeLuca Women’s voices take center stage
Kyle Ellis Let’s build our way out of this
Kinsey Wilson Facebook and Google: Help out or pay up
Gordon Crovitz Serving readers over advertisers
Monika Bauerlein The firehose of falsehood
Rick Berke Value is the watchword
Federica Cherubini The rise of bridge roles in news organizations