Each year AAM publisher members share their challenges, opportunities and trends shaping their strategies in a survey.
In our latest survey, 34 publishers shared their insights about their businesses this year and what they plan to focus on in 2026. Here are their responses.
2025: Growing Digital Subscriptions and AI Use
When asked about positive trends this year, 47% reported growth in digital subscriptions while 35% saw an increase in website traffic. More than a quarter grew newsletter subscriptions, and 24% saw increases in bundled (print + digital) subscriptions and revenue from other sources.
Seventy-nine percent of respondents said their businesses used AI this year, an increase from 35% that implemented the tech in 2024. Top use cases include marketing and editorial content creation, workflow automation and data analysis and insights.
Areas of Growth and Focus for 2026
Publishers are optimistic about growing in 2026. Two-thirds said a key focus will be finding new, innovative revenue streams, and 63% said they will concentrate on growing digital subscriptions. While 44% expect increases in digital-only subscriptions and newsletter revenue, other anticipated drivers include advertising (38%), events (34%) and bundled subscriptions (31%).
In Their Own Words
When asked to share one word that described their businesses in 2025, publishers’ responses ranged from optimistic and successful to challenging and in flux. But the word that summed up the year for many: growing.
We also asked publishers about their goals for 2026. Here’s a sample of what they hope to accomplish:
How AAM Can Help
When asked what AAM can do to help their businesses, 63% said they would like to learn about successful programs implemented by other publishers. Half added that learning more about how buyers use publisher data would be helpful, and 44% would like AAM to provide more guidance on industry best practices including AI. We take this feedback to heart.
This year we released AAM’s Eight Pillars of Ethical AI, a framework developed by the industry to provide publishers with best practices for responsible AI implementation. We’ll continue to educate and evolve this guidance in 2026.
We’re also making it easier for buyers to find trusted media partners and publisher data. AAM’s new Assurance List is a publicly accessible directory of audited and certified companies that includes links to publisher profiles and data. Media Intelligence Preview is a tool that provides buyers with a sample of top-line verified publisher data. We’re working on new ways to connect buyers and publishers in 2026 as well.
We welcome your feedback about our initiatives and encourage members to join a working group. Contact us with questions or to learn more about how to get involved.
