The rise in artificial intelligence, shifts in media consumption and challenges like privacy and signal loss in advertising were frequently discussed in the news this year. But what were publishers really focused on in 2024, and what do they expect their businesses to look like in 2025?
We surveyed AAM publisher clients to learn more about their experiences this year and what they hope to accomplish in the year ahead. Thirty-two AAM-audited publishers responded. Here’s what they had to say.
The Positives
When asked about positive trends in 2024, 53% cited increases in digital subscriptions and 38% saw growth in sponsored content. Publishers also made progress in reducing expenses with 34% implementing a cost-savings program this year.
Artificial Intelligence
While AI continued to generate buzz, only 35% of respondents implemented AI tools this year. Those that did applied AI to areas such as content creation, data analysis and insights and customer support automation.
Areas of Focus and Anticipated Growth
Nearly 60% of publishers said they plan to focus on developing ways to reach new audiences in 2025. Half of the respondents also said they will focus on advertising solutions and 47% plan to prioritize digital subscriptions.
When asked about revenue growth in 2025, publishers signaled optimism in several areas with 40% anticipating increases in bundled print and digital subscriptions and advertising. Publishers also expect to see increases in digital-only subscriptions, sponsored content and events.
In Their Own Words
When asked to share one word that described their businesses this year, publishers’ responses ranged from energetic and growing to challenging and roller coaster. But the word that summed up the year for many: evolving.
We also asked publishers about their goals for 2025. Here’s a sample of what they hope to accomplish:
How AAM Can Help
When asked what AAM can do to help their businesses, half said they would like to learn more about successful programs implemented by other publishers, while 40% said it would be helpful to have a better understanding of how buyers use their data.
We plan to expand programs such as AAM’s Media Mavens interview series that features insights from AAM clients about their careers and companies and Media Matters, which shares video interviews from industry leaders on relevant topics including privacy, innovation, first-party data and measurement.
Next year we’ll also continue to focus on developing programs and new solutions that help buyers and sellers.
To learn more about how AAM helps publishers earn greater recognition in the digital ecosystem, contact us.
