5 proven digital models that are helping grow revenue for publishers

December 19, 2024

Digital publishers are the driving force behind the online content readers consume daily. They create and share articles, videos, e-books, and digital magazines across platforms like websites, apps, and social media. 

By shaping the way information is distributed online, they play a key role in crafting the digital experiences consumers rely on — and yes, they’ve figured out how to turn those efforts into revenue. 

At Broadstreet, we specialize in helping publishers earn a significant share of marketing budgets that might otherwise go to Google and Facebook. We work with hundreds of hyperlocal news outlets, city and regional magazines, trade and industry publications and niche media. Through our partnerships, we’ve identified several revenue models that consistently perform well for digital publishers.

Let’s explore in this blog how it all comes together.

1. Online Display Advertising

Online display advertising is one of the most straightforward ways for to generate revenue. Traditional banner ads still account for a significant portion of income, but publishers are seeing better results by getting creative with their display ads. Moving beyond static image ads to formats like video or interactive content often leads to higher engagement and sales.

Pro tip: One of our clients recently requested a 3D rotating ad, which was incredibly eye-catching and easy to produce. All you have to do is upload six images and a logo. This unit has been a  success with even the sleekest and most sophisticated publishers and a favorite with our customers.

2. Sponsored Content

Sponsored content is another lucrative revenue stream. In this model, advertisers pay publishers to feature articles or posts highlighting their brand. While this approach was less common a few years ago, it has gained popularity as publishers and advertisers recognize its value. Typical rates range from $500-$1,000 for single stories which includes distribution of the content through social media and newsletters. Many publishers now consider sponsored content a key part of their revenue strategy.

Pro tip: One of the best ad styles to use for sponsored content is our “Skyline” ad, which you can see live in the top right of redbankgreen.com. This ad format is a type of digital advertisement that places the ad in a prominent position on the website otherwise known as “the skyline.”

3. Newsletter Advertising

Newsletter ad sales have become increasingly valuable, sometimes surpassing website ad revenue. Advertisers are drawn to newsletters because they offer a direct, tangible way to reach engaged audiences. As more people shift away from print, newsletters have become a trusted and accessible format. Many of the publishers we work with have successfully monetized their newsletters.

Pro tip: There are two different ways that you can place ads in your newsletters with Broadstreet: RSS Merge and “static” zone code. 

Using “static” zone code is currently the preferred method of implementing ad zones and involves copying and editing code directly into the HTML editor of your newsletter templates.

For RSS merge you will need to get the RSS URL for your zone and then apply it to your newsletter template. This isn’t recommended for someone who is not a tech savvy user and is usually a process that should be handed over to a developer.

Learn more about the steps needed to place the ads by heading to our help center or by clicking here. 

4. Reader Revenue

Reader revenue has emerged as a substantial income source in recent years. During the COVID-19 pandemic, audiences rallied to support local and independent publishers. Monthly contributions of $5, $7 or $10 have become common and now make up a significant portion of revenue for many publishers. This model works especially well for publishers with strong ties to their communities.

Pro tip: One way to help engage your local community is by showing the fun and more personal side of your business. through ads. We do an always-on a “Fun Faces” campaign with redbankgreen readers, staff, and supporters to build connection well beyond what the average publisher would normally do. It also creates a sense of social proof for newcomers.
Check out that campaign on our website. 

5. Programmatic Advertising

Programmatic advertising uses automated technology to buy and sell ad space in real time. While this method provides a steady baseline income, it’s not typically a primary revenue source for niche publishers due to lower website traffic. However, it remains an easy, low-effort way to supplement other revenue streams. The reason they aren’t as big of a way to make money is because niche publishers only have so much traffic their site can get.

Pro tip: If you’re looking to maximize revenue from programmatic, Broadstreet’s can set up new high-yielding ad space on your website that will command the best CPMs but also serve as an excellent spot for direct ad sales.

These revenue models demonstrate the variety of ways digital publishers succeed in today’s market. If you’re interested in learning more about digital publishing or how Broadstreet supports publishers, visit our Free Stuff page for more about what we do and the best resources in the industry.