Why news publishers are using non-news content to hook readers and turn them into subscribers

Cooking, lifestyle and health and wellness are just a few of the categories that news publishers are seeing readers flock to in 2022. February 23, 2022 Call it the post-Trump slump or the bubble bursting on subscription mania: News publishers are starting to see and feel the decline of traffic and the subsequent slowdown of subscription sign-ups as of late. But as traffic diverts from breaking news coverage, other non-news verticals are seeing an uptick in interest from readers who are now willing to dedicate more time to hobbies and special interests. Read more below. - Cooking, lifestyle and health and wellness [are just a few of the categories]( that news publishers are seeing readers flock to in 2022. - This [week's Digiday+ Future of TV Briefing]( looks at what TV and streaming companies' latest earnings reports indicate about the state of the streaming business. - Despite the relatively diminutive size of the competitive fighting game scene, some experts believe that the FGC [is a better long-term investment]( for esports organizations than today’s more prominent, but corporate, esports leagues. - As CPMs [continue to rise and targeting weakens]( across the digital advertising landscape, DTC company Ritual looks to expand its media mix. - Now that subscriptions [are one-fifth of The Daily Beast's total revenue](, the team feels comfortable with not having the point of conversion as the ultimate goal. Other things to know about - The [Digiday Media Awards]( recognize the companies working to modernize digital media. Submit by the early deadline of this Friday, February 25. - [Contextual advertising provides an alternative to cookies]( to target audiences in a trust- and revenue-building way. Sponsored by Seedtag. - [In this new infographic](, Digiday and Yahoo unpack measurement approaches that are making headway for marketers as they plan for 2022. Sponsored by Yahoo. Top Stories Ivy Liu [Subscriptions]( [Why news publishers are using non-news content to hook readers and turn them into subscribers]( Cooking, lifestyle and health and wellness are just a few of the categories that news publishers are seeing readers flock to in 2022. howdy! [Gaming & Esports]( [The Rundown: Why fighting games are an underutilized resource for esports-minded brands and their partners]( Despite the relatively diminutive size of the competitive fighting game scene, some experts believe that the FGC is a better long-term investment for esports organizations than today’s more prominent, but corporate, esports leagues. [Sponsored by Distroscale]( [How streaming TV is elevating independent content creators]( With subscription streaming TV giants focusing on producing original content, independent content creators are turning to FAST platforms to reach audiences. Advertisement howdy! [Subscriptions]( [How The Daily Beast is making money from potential subscribers before the point of conversion]( Now that subscriptions are one-fifth of the Beast’s total revenue, the team feels comfortable with not having the point of conversion as the ultimate goal. [Sponsored by Bannerflow]( [Report: How in-housing is evolving in 2022]( In a digital-first normal, in-house teams are implementing new strategies to improve collaboration and innovation while shifting approaches to talent and technology. howdy! [Publishing in the Platform Era]( [Condé Nast inks deal with TikTok to monetize exclusive content]( Condé Nast will produce exclusive content for its GQ and Vogue TikTok channels (and in print), with a joint sales effort by the two companies to develop more opportunities for advertisers on the platform. Advertisement [Sponsored by Resonate]( [Survey: How are you approaching data-backed personalization post-cookie?]( Agencies, we want to know: How do you plan to deliver personalized experiences in a post-cookie world? Take this survey for a $5 Amazon gift card. howdy! [Marketing on Platforms]( [How a DTC vitamin company is rethinking its media mix as CPMs continue to rise]( As CPMs continue to rise and targeting weakens across the digital advertising landscape, DTC company Ritual looks to expand its media mix. howdy! [Awards]( [Peace Out Skincare, BetterUp and Holler are among 2022 Future Leader Award nominees]( The Future Leader Awards, presented by Digiday, Glossy and Modern Retail, recognize the next generation of leaders across media and marketing, fashion, beauty and retail. [All Latest Stories]( [Brand Safety]( [In the age of ad tech mergers, IAS is prioritizing trust as it ads CTV sales to its business model]( IAS CEO Lisa Utzschneider joins the Digiday Podcast this week to talk about the pivot to CTV, contextual data and brand safety strategies. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](