Welcome to the Digiday+ Research Briefing, your weekly curation of media and marketing researchstudy insights. Digiday+ members have gainaccessto to the researchstudy listedbelow.
In this edition, we share focal points from Digiday’s justrecently justrecently launched reports on how publishers are positive about income and workingwith in the 2nd half of the year, and how publishers upped their marketing invest in the last 12 months.
80% of publishers anticipate total income to boost in the coming year
The media market has weathered numerous storms in the last 12 months, and a lot can modification in a year. With news late last week that the U.S. GDP grew at a rate of 2.4% in the 2nd quarter of 2023, the economy appears to be rebounding, and publishers are anticipating that things are looking up for them as well. That is according to a current Digiday+ Research study of 35 publisher experts.
Digiday’s study discovered that, heading into the back half of 2023, publishers have had a rough go of it over the last year. More than a 3rd of publishers (38%) stated their total profits reduced considerably or rather in the past 12 months, and just alittle less than a 3rd (32%) stated their business sanctuary’t invested at all in total staffing. However, inspiteof the less-than-ideal results of the last 12 months, publishers anticipate their earnings to boost in the coming year.
Key findings:
- When Digiday asked publishers what they anticipate to boost the most in the next 12 months, a tremendous 80% of publishers stated general income. That option was the frustrating winner amongst participants — the second-place option was marketing costs at a much lower 17%.
- Publishers aren’t rather as positive about staffing in the next year, however Digiday’s study discovered that more than a 3rd of participants (40%) do believe their business will invest in individuals in the coming months.
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Half of publishers upped their marketing invest in the last year, however slower costs is ahead
At a time when the expression “ad downturn” is typically utilized (even if that downturn may be easingoff), it may be unexpected to hear that lotsof publishers infact increased their marketing costs in the last year. This is according to a Digiday+ Research study of 35 publisher specialists that discovered that about half of publishers increased marketing invest in the last year, however that boost isn’t mostlikely to follow publishers into the next year.
Digiday’s study discovered that 48% of publisher pros stated marketing costs increased for their business in the last 12 months; 42% stated it increased rather and simply 6% stated it increased substantially.
Key findings:
- Most of that invest went towards online marketing, rather than offline. Ninety-one p