Publishers are beefing up ad buying chops to support subscription ambitions

DIGIDAY – 19/09/2019

Max Willens

The in-housing trend has come for publishers, too, as they start to think and act more like consumer brands.

This year, publishers ranging from The Atlantic to The New York Times to The Daily Beast have hired or begun hunting for growth marketers, media strategists and digital ad buyers to support their growing subscription offerings. The growth spurt is tied to new needs brought on by the pivot to paid, as publishers need to master the kind of growth-marketing chops that’s common at fast-growing direct-to-consumer brands that depended on customer acquisition, particularly through Facebook, Instagram and Google ads.

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