Aggressive Pricing: The Key to Maximizing Reader Revenue

When I started out as a media reporter a decade ago, publishers sent press releases touting their lofty rate bases, and subscriptions to Pulitzer-winning magazines could often be found for a few dollars a year. 

Times change. While shifts from print to digital — or from chasing ad dollars to chasing subscription dollars — are some of the most visible signs, they’ve been accompanied by a broader shift in audience strategy. A growing number of publishers seem to recognize that they can build profitable businesses by focusing on the quality of their readers as much as the quantity.