Heading into 2023, the forecast was pointing to further global ad spend growth, albeit at a slightly slower rate of change. Growth is good news no matter what year it is. But coming out of the last few years and following so many changes in the workplace, including what many were calling The Great Resignation, perhaps there’s no better time to embark on what I’d like to call The Great Recruitment — an opportunity to bring great, available talent together with 2023’s promising opportunity for the good of your publication.
A growing number of publishers are using 4-week billing cycles instead of calendar months in order to extract additional revenue from their subscriber bases. Four-week (or 28-day) billing cycles enable publishers to charge subscribers 13 times per year instead of 12, which equates to 8% additional revenue on an annualized basis. It’s an approach currently being used by major news publishers including The New York Times, The Washington Post, Boston Globe, and the Los Angeles Times, among others.
B2B marketing budgets have gone up at least slightly in 2023. But there have been cutbacks in several areas, including personnel, and 66% of marketers are suffering from burnout, according to The State of B2B Marketing Budgets, a study by Integrate. Only 11% of U.S respondents are significantly expanding their budgets over those of 2022. Another 34% say they are slightly higher.
Among the core findings were that more than 40% of consumers say they are willing to share personal data with brands in exchange for better personalization.