Mark Stenberg of Adweek looks at how publishers such as Bloomberg and Axios are generating revenue around their climate coverage.
Stenberg writes, “News publishers with extensive coverage of climate change have shifted how they monetize that reporting, according to interviews with revenue executives at The Guardian, Heatmap News, Bloomberg Green and Axios.
“Various factors have prompted these changes, including ongoing economic uncertainty and shifting brand attitudes toward advocacy marketing following the fallout Bud Light and Target experienced last year, the executives said. The sluggishness, however, has affected consumer-facing publishers more than business-oriented outlets.
“Publishers, in response, are rolling out new subscription products, emphasizing the objectivity and expertise of their reporting, and highlighting the commercial upside of supporting climate reporting to win client budgets.
“‘The overarching trend is that brands want to get back to business and focus on how potential initiatives will impact their bottom line,’ said Jacquelyn Cameron, chief revenue officer at Axios.”
Read more here.
