When Lead Gen Becomes a Subscription Business

Over the past five years, developing a subscription product has been a primary focus for media companies to diversify away from advertising. But the focus was on getting consumers to pay for content, which has always appeared to be the lowest-hanging fruit. If we’re creating all this great content, why not charge for access to some of it, right?

However, a cohort of b2b media companies has found other ways to build subscription businesses without the content being the focus. Instead, their audience becomes the product. And what people are paying for is access to a qualified audience.