Friday 16th September: Ads you like it

September 16, 2022

Good morning! Today's newsletter is brought to you by Chris.

We're coming back from hiatus in a few weeks with a special episode examining broadcast media and streaming. It's impossible to discuss the nature of streaming in 2022 without acknowledging that Netflix is launching a new ad-supported option, when its ad-free nature was once its key selling point. Well, as Simon Owens notes, that's part of a wider reevaluation of how ads fit into audiences' media consumption:

"As The Athletic’s chief commercial officer Sebastian Tomich told Adweek, 'I truly believe that premium digital ads are not something that people are paying to get out of. People are paying for the journalism - and as long as we don’t introduce a bunch of bad ads that get in the way of the experience, we are confident in our ability to grow both businesses side by side'."

That all rings true. However, we recently learned that desktop adblocking has returned to pre-2018 levels. That, to me, suggests that there are both some people who think that all ads are bad ads - and that some other publishers don't actually care provided they're generating enough revenue.

In yesterday's newsletter we reported on the very good news for Future when it comes to its revenue forecasts. Unfortunately that good news will be scant comfort for the employees it's laying off. That stings, especially since it has among the largest pay discrepancies between average employees and executives in publishing.

We are 100% not - I repeat, not - becoming a crypto newsletter. But long story short, one of the major two currencies has significantly cut down upon its energy cost. That means that publishers reticent to get in on crypto due to the environmental cost might be rethinking their decision. Maybe.

Hey but speaking of environmental costs - the Nat Geo Kids magazine is moving to a plastic-free publishing model. That's great news, both from the perspective of those of us who like being alive and for the brand itself, which is now more ethical and can appeal to advertisers/sponsors as such.

Coming (Really Actually Very) Soon:

Media Moments 2022 - sponsored by membership & subscription suite Poool - will bring together the key events which have shaped the media and publishing industry this year. We'll be launching it at a virtual event on November 30th. Pre-register here to get sent the report as soon as it lands.

In this teaser episode, we discuss our plans for the day, and which sessions we’re most looking forward to. The Publisher Podcast Summit is designed for publishers of all shapes and sizes, whether you’re contemplating launching your first podcast, or have a whole stable and want to know how to take your strategy to the next level.