The Post’s hypergrowth is a bit of an anomaly, but it’s worth noting that its peers – like The Guardian, Tribune Publishing, Bloomberg, Hearst, Time Inc. and New York Times Digital – also grew, albeit in the 20% to 30% range.
But this “supercycle” of growth will taper off.
While a decline in growth sounds worrisome, Lipsman said publishers that focus on engagement and audience quality over scale should not be concerned. As growth slows, publishers still have an opportunity to increase revenue as dollars spent catches up to time spent.
“Digital has gone through a big growth period, and a lot of the economic growth from that value hasn’t been realized,” he said. “There is often a lag in monetization after the growth in consumer engagement.”
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