Digiday+ Research deep dive: Publishers anticipate a big drop in ad revenue this year
It’s been a bit of a bumpy road into 2023 for publishers. Revenues grew less than they expected last year, fewer added to their full-time staff as the economic clouds gathered and overall optimism in the media industry took a hit.
Digiday+ Research surveyed 71 publisher professionals to find out how these attitudes affect how publishers feel about the different parts of their businesses, specifically when it comes to ad revenue, subscriptions and e-commerce.
Overall, Digiday’s survey found that publishers are not feeling great about advertising revenue as 2023 kicks off. More specifically, respondents who said they agree that their companies’ advertising revenue will grow this year came in at fewer than half (43%) — a huge drop from the 75% who agreed they expected ad revenue to grow last year.