{"id":128269,"date":"2025-03-12T10:59:04","date_gmt":"2025-03-12T10:59:04","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/digital-publishers-prioritising-business-fundamentals-as-esg-efforts-wane-reveals-aop-survey\/"},"modified":"2025-03-12T10:59:04","modified_gmt":"2025-03-12T10:59:04","slug":"digital-publishers-prioritising-business-fundamentals-as-esg-efforts-wane-reveals-aop-survey","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=128269","title":{"rendered":"Digital Publishers Prioritising Business Fundamentals as ESG Efforts Wane, Reveals AOP Survey"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><strong>Digital Publishers Prioritising Business Fundamentals as ESG Efforts Wane, Reveals AOP Survey<\/strong><\/p>\n<p><em>Readership growth is the top priority for digital publishers, which many plan to achieve through increased content output<\/em><\/p>\n<p><strong>London, UK:\u00a0<\/strong>The Association of Online Publishers (AOP) has released the \u2018<strong>Digital Publishing: Outlook and Priorities for 2025<\/strong>\u2019 report, summarising findings from its annual survey of digital publishers and solutions providers. The report shows a strong emphasis on readership and revenue growth, gradual relaxation around AI, and a de-prioritisation of environmental, social, and governance (ESG) goals.<\/p>\n<p> <!-- A generated by theme --> <\/p>\n<p><span class=\"td-adspot-title\">Advertisement<\/span><noscript id=\"td-ad-placeholder\"\/><\/p>\n<p> <!-- end A --> <\/p>\n<p>The survey, conducted by AOP and sponsored by The Trade Desk, was completed by 120 participants across digital publishing and solutions providers, mostly from senior positions, between December 2024 and January 2025. When solutions providers responded to a question, they gave answers they believed reflected their publisher clients\u2019 attitudes and priorities.<\/p>\n<p><strong><em>Strategic priorities<\/em><\/strong><\/p>\n<p>When publishers were asked about which of their strategic priorities are most important, \u201cgrowing our readership\u201d was number one, with\u00a0<strong>85%<\/strong>\u00a0agreeing or strongly agreeing; followed by \u201cdeveloping new revenue streams through product innovation\u201d at\u00a0<strong>80%<\/strong>; and increasing advertising revenues at\u00a0<strong>79%<\/strong>. Solutions providers\u2019 responses returned the same top three.<\/p>\n<p>Top priorities from last year\u2019s survey that fell substantially were \u201cdata privacy and compliance\u201d, \u201crecruiting and retaining talent\u201d, and \u201censuring a diverse and inclusive workforce\u201d \u2014 suggesting the hard day-to-day of business is currently top of mind.<\/p>\n<p><strong><em>Revenue growth<\/em><\/strong><\/p>\n<p>Drilling deeper into how publishers plan to grow their revenues,\u00a0<strong>66%<\/strong><strong>\u00a0<\/strong>agreed or strongly agreed that increasing revenues from advertisers \u2014 such as through sharing audience insights \u2014 described their approach. Complementing this approach were increased content output (<strong>52%<\/strong>) and changing the nature of this output to attract more readers\/viewers (<strong>40%<\/strong>). In short, publishers want to improve the content-to-readership-to-revenue funnel.<\/p>\n<p>The introduction of subscription and \u201cfreemium\u201d models were each chosen by around a third (<strong>34%<\/strong>\u00a0and\u00a0<strong>32%<\/strong>) of publishers as their approach to revenue growth, though with half of respondents seeing subscriptions as having the most growth potential, these comparatively low numbers are likely because many have already introduced such models. Branded content and first-party data sales are also seen as having high growth potential, with both selected by\u00a0<strong>45%<\/strong>\u00a0of respondents.<\/p>\n<p><strong><em>Data and identifiers<\/em><\/strong><\/p>\n<p>Looking at data and identifiers, first-party data scored\u00a0<strong>4.2<\/strong>\u00a0out of 5 as a commercial focus, while zero-party data scored\u00a0<strong>2.8<\/strong>, suggesting that the latter is a relatively untapped resource. Momentum is also shifting towards new identity solutions, with 58% of respondents stating they are either trailing or have implemented new identity solutions and are seeing benefits.\u00a0<strong>54%<\/strong>\u00a0also strongly disagreed when asked if they would return to using cookies, suggesting a decisive shift away from the technology amidst ongoing confusion around Google\u2019s strategy.<\/p>\n<p><strong><em>AI exploration and policies<\/em><\/strong><\/p>\n<p>Attitudes towards AI has softened in both enthusiasm and fear, with around the same proportion of publishers exploring generative AI efficiencies as last year (from\u00a0<strong>76%<\/strong>\u00a0to\u00a0<strong>77%<\/strong>), while the exploration of AI product innovations fell slightly (<strong>70%<\/strong>\u00a0to\u00a0<strong>63%<\/strong>), as did AI training and policy development (<strong>55%<\/strong>\u00a0to\u00a0<strong>47%<\/strong>). A notable change is that last year around a quarter (26%) of respondents prohibited generative AI, while only around a tenth (<strong>11%<\/strong>) do today.<\/p>\n<p><strong><em>ESG and DE&amp;I<\/em><\/strong><\/p>\n<p>Finally, ESG priorities saw a precipitous decline across the board. ESG\u2019s importance to employees fell from\u00a0<strong>70%<\/strong>\u00a0to\u00a0<strong>51%<\/strong>; importance to investors from\u00a0<strong>51%<\/strong>\u00a0to\u00a0<strong>44%<\/strong>; importance to business values from\u00a0<strong>62%<\/strong>\u00a0to\u00a0<strong>44%<\/strong>, and importance to advertisers from\u00a0<strong>58%<\/strong>\u00a0to\u00a0<strong>39%<\/strong>. Focusing on diversity, equity, and inclusion (DE&amp;I) saw more positive responses, with\u00a0<strong>37%<\/strong>\u00a0feeling they have an effective DE&amp;I strategy versus\u00a0<strong>26%<\/strong>\u00a0last year, while the number that felt there was room for improvement fell from\u00a0<strong>48%<\/strong>\u00a0last year to\u00a0<strong>36%<\/strong>\u00a0today.<\/p>\n<p>\u201cReaders are the wellspring from which all other revenues flow, so it\u2019s no surprise to see publishers prioritise growth in this area,\u201d said\u00a0<strong>Richard Reeves, Managing Director at AOP.<\/strong>\u00a0\u201cGoing back to the basics of building an audience and effectively monetising this audience is the key to survival in an era of endless distraction. However, strengthening publishing fundamentals must not come at the cost of progress towards a fairer, more sustainable, and equitable industry, so I hope the waning ESG focus in this year\u2019s survey is a blip in the data and not a trend.\u201d<\/p>\n<p>\u201cThis survey offers an unrivalled cross-section of the UK digital publishing industry, and it was a pleasure to partner with AOP to gather this year\u2019s responses,\u201d\u00a0<strong>said Theo Luke, Senior Director Inventory Development at The Trade Desk.<\/strong>\u00a0\u201cThe industry has clearly found effective solutions to address the frustrations caused by shifting third-party cookie policies, with growing numbers of publishers adopting new identity tools and already seeing the benefits. By using alternative identifiers, online outlets are laying the foundations for greater revenues, improved accuracy for advertisers, and a better, more streamlined experience for audiences.<\/p>\n<p><em>The full report can be downloaded<\/em><em>\u00a0<\/em><a href=\"https:\/\/www.ukaop.org\/digital-publishing-outlook-and-priorities-for-2025\" target=\"_blank\" rel=\"noreferrer noopener\"><em>here<\/em><\/a><em>.<\/em><\/p>\n<p><strong>About the \u2018Digital Publishing: Outlook and Priorities for 2025\u2019 survey<\/strong><\/p>\n<p>This research, carried out between December 2024 and January 2025, surveyed 120 stakeholders in the publishing industry, 77.5% of whom were from publishers and 22.5% from organisations providing solutions to the publishing sector. Its intention was to capture how digital publishing companies in the UK are responding to current industry challenges.<\/p>\n<p><strong>About Association of Online Publishers<\/strong><\/p>\n<p>Association of Online Publishers (AOP) is an industry body representing digital publishing companies that create original, branded, quality content. AOP champions the interests of media owners from diverse backgrounds including newspaper and magazine publishing, TV and radio broadcasting, and pure online media. For more information, please visit<\/p>\n<p><a href=\"http:\/\/www.ukaop.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">www.ukaop.org<\/a>.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Digital Publishers Prioritising Business Fundamentals as ESG Efforts Wane, Reveals AOP Survey Readership growth is the top priority for digital publishers, which many plan to achieve through increased content output London, UK:\u00a0The Association of Online Publishers (AOP) has released the \u2018Digital Publishing: Outlook and Priorities for 2025\u2019 report, summarising findings from its annual survey of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":128270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[56049,11165,56050,13085,56051,907,824,56052,18031,12646,22941,7727,20580,21812,13640,7344,56053],"dealstore":[],"offerexpiration":[],"class_list":["post-128269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising-revenue","tag-ai","tag-aop","tag-artificial-intelligence","tag-association-of-online-publishers","tag-business","tag-digital","tag-digital-publishing","tag-efforts","tag-esg","tag-fundamentals","tag-governance","tag-prioritising","tag-publishers","tag-reveals","tag-survey","tag-wane"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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