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Media businesses require a delicate balance between the traditional channels the industry is built on and the digital ones that have come to dominate publishing. And that balance looks different depending on the size of the publisher, according to a Digiday+ Research survey of more than 80 publisher professionals.

Digiday’s survey found that small to medium-sized publishers depend more on the revenue they get from digital channels than their larger counterparts.

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Looking at the second quarter of 2023, it seems that flat is about as good as it’s going to get for many publishers regarding year-over-year revenue trends. This is according to conversations with seven media executives.

“We’re literally at 100% exactly where we were last year,” said a media exec who spoke on the condition of anonymity, and who added that their company is also exactly on track with the goals they set from last year through Q2. “We just don’t know where we’re going to end up in Q3 [and] Q4,” they said.

The seven publishers Digiday spoke to for this story seem to be breathing a slight sigh of relief due to the fact that Q2 is generally on track to not bring in less revenue than a year ago. But the fact that the crystal ball remains cloudy halfway through the year is causing publishers to rethink everything from their sales strategies to how they weigh profit margins when assessing new ad deals. 

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