Google's new AI Mode, U.S. digital magazines up 16%, Immediate Media interview...
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In today’s Long Read, we spotlight one of the UK’s most innovative publishers, Immediate Media, which recently made headlines for a major milestone—digital subscriptions surpassing print for the first time. I sat down with Jess Burney, who leads Immediate’s 40-strong subscriptions team, to find out how they did it.
Another big week…let’s get into it.
Google Launches ‘AI Mode’ and AI Overviews—Bad News for Publishers
Our friends in Mountain View have launched an AI-driven search engine—initially for Premium Pro users—that offers little incentive to visit publisher sources. Trying to calm fears, Google says, “with AI Overviews, people will get the context, and they’ll click in. And when they click in and go to websites, they’ll stay longer on those websites.” Brings a new depth of meaning to the phrase ‘gaslighting’.
Print Circulation Across the Top 50 U.S. Magazines Fell 5% YoY
Valiantly swimming against a strong tide, digital magazine circulation grew by 16%, with 55% of digital readership from ‘all you can read’ services like Apple News+, Cafeyn, Kindle Unlimited, and Readly. Circulation life rafts for Good Housekeeping (-43%) and Food Network Magazine (-38%), champagne for The Atlantic (+15%).
Spain to Impose Massive Fines for Not Labelling AI-Generated Content
A precedent set? Spain to impose massive fines for not labelling AI-generated content >> Up to €35M or 7% of global annual turnover for non-compliance. Spain's Artificial Intelligence Supervisory Agency (AESIA) will oversee enforcement. Es una pesadilla, ten cuidado.
B2B: LinkedIn's Organic Reach Drops by 65%
Another day, another algorithm change—it’s a biggie, with LinkedIn smacking B2B publishers hard. This fact sheet explains all, alongside stellar advice about what to do moving forwards. P.S. Posting once or twice a day works best, carousels and fact sheets are gold, and video content is a busted flush. If you have narcissist tendencies, you’ll be pleased to know that liking your own post can give a 5% boost.
How FT Uses Polls to Engage Readers and Grow Subscriptions
Polls in the FT’s newsletters achieve engagement of 75% with some generating over 18,000 replies. Not only do polls goose audience engagement, but the information gleaned is gold-plated intelligence into what content the FT should focus on. Key quote: “Polls reinforce how valuable our specialist newsletters are at retaining subscribers.” Best-in-class.
The L.A. Times’ AI-Generated Counterpoints are a Mess
NiemanLab’s Editor, Laura Hazard Owen, describes the LA Times’ attempts to provide editorial balance using Perplexity-generated counterpoints as a ‘meh’. Not only are the insights partially hidden, but the unvetted text can serve up revisionist stances and plain odd views. Perplexed? The clue’s in the name. P.S. The tech will get there soon, just be patient.
Journalists Embrace Unapproved AI Tools as Newsrooms Struggle to Keep Up
42% of journalists use unapproved AI tools for efficiency gains—often paying out of their own pockets—despite data privacy and accuracy concerns. Newsrooms also lack clear guidelines with 64% planning AI education and 57% introducing new AI policies. Key quote: “They’re not approved AI tools, but they’re not disapproved.” Schrödinger would be proud.
Digital Heist: How Tech Giants Are Looting the Book Industry
Toby Walsh, Professor of AI at UNSW, calls it “the greatest heist in human history.” Tech giants are training models on pirated books uploaded by hackers, such as those in the books3 dataset—without consent, credit, and certainly not compensation. In short, the book industry is having its Napster moment. And there’s no Spotify waiting in the wings.
REPORT: The Future of Search: Actionable Strategies for AI Search
With search traffic cratering and Gen AI answers on a vertical uptick, this report from SUBJCT takes a cold hard look at what publishers can do next. The Content Resilience Score (CRS) offers a sharp framework to assess how vulnerable different content types are to AI substitution. Scroll down the homepage for the link to the free report.
AI TOOL OF THE WEEK: Sesame
As news publishers test Amazon's Alexa Plus—using customised AI responses for real-time user queries—along comes Sesame to blow it out of the water. Techradar simply says, “the most realistic AI voice companion ever created - if ChatGPT or Gemini ever gets this good, reality is in trouble.” Mind-blowing AI.
PODCAST OF THE WEEK: Tav Klitgaard, CEO of Zetland
With over 80% of its subscribers using audio, Danish media platform Zetland has embraced an audio-first strategy, ensuring its content is engaging and accessible. CEO Tav Klitgaard argues great journalism needs great distribution, and urges publishers to invest in UX and double down on content distribution—before it’s too late.
DIARY DATE: Subscription Show, Jersey City, NJ, Oct 6-9, 2025.
With six keynotes, 36 breakout sessions, pre-conference workshops, and an exhibition hall, the Subscription Show is a 360 degree media subscription fest. Ironically, you can’t pay by subscription—just a one-off fee of $800, early bird.
Long Read…Immediate Media strikes subscription gold
With a monthly reach of 75M consumers, Immediate Media is one of the UK’s leading leisure-interest publishers. Its portfolio is a who’s who of some of the UK’s best loved media brands including Radio Times, BBC Good Food, BBC Gardeners’ World, and History Extra, spanning categories including entertainment, food + wellness, and knowledge.
Known for its strong subscription model and audience-first approach, the publisher has recently made headlines for attaining a rare milestone—digital subscriptions surpassed print for the first time.
The success was spearheaded by Jess Burney, Immediate’s Managing Director of Customer Marketing & Subscriptions. Alongside her team of 40 subscription specialists working cross-functionally with product & tech, brand and editorial teams, Jess has been instrumental in growing the company’s subscriber base to over 1.2M across print and digital.
It’s been no overnight success, with Jess’ thirteen years at Immediate a lesson in persistence, trial and error, and agile pivots. I sat down with Jess to discuss the company's secret behind its successful subs strategy, as well as discover how her team integrates new acquisitions including Nutracheck, the UK's top-rated calorie and nutrient-tracking app purchased in 2023.
At the core of Immediate’s growth? A laser focus on strong brands, premium content, and customer insights. Here are the interviews key insights:
* Strategic Focus: Super Verticals and Trusted Brands
Immediate has pivoted towards super verticals in food + wellness, entertainment, and knowledge, reinforcing brand leadership in each category.
Key takeaway: Focusing on fewer, stronger brands allows deeper audience engagement and premium content strategies that drive subscriptions.
“When you move into a super brand vertical state, you can really nourish those brands and have a deep connection with audiences. It allows us to offer something more tailored, more engaging, and ultimately more valuable to our subscribers. Instead of spreading resources too thin, we double down on what works best and where we see the highest engagement.”
* Delivering Value: Strong Content and Audience Satisfaction
Immediate’s strategy is rooted in delivering high-quality, trusted content that stands out in a media landscape increasingly flooded with low-quality, AI generated content.
Key takeaway: Superior content drives subscriptions. People will pay for trusted, engaging experiences.
“No one wants to be reading rubbish content all the time. The challenge today is that there's an overwhelming amount of information available online, much of which is low-quality or generated without real expertise. Our focus is on providing premium, well-researched, and deeply engaging content that not only informs but also delights our audience. That’s how we build long-term relationships with our readers and subscribers.”
* Customer-Centric Transformation: Marketing Science & Single Customer View
Immediate has shifted from a traditional marketing model to a data-driven approach, using advanced audience insights to personalise user experiences and drive engagement.
Key takeaways:
1. Data-driven content recommendations enhance user experience and retention.
2. Developing a single customer view enables cross-platform audience engagement.
“When a customer chooses to share data with you, that’s a privilege. We use data to create better experiences and ensure customers get the content they truly value. By having a single customer view, we can analyse behaviours, preferences, and engagement levels to refine our approach. Whether they engage through our website, app, or print edition, we can tailor their experience and ensure they’re receiving the most relevant and valuable content possible.”
* Platform-Agnostic Approach: Meeting Audiences Where They Are
Immediate doesn’t see digital as replacing print but instead focuses on delivering content in the formats audiences prefer—whether web, apps, video, or audio.
Key takeaway: Print vs. digital isn’t the debate; it’s about flexibility and giving audiences choice.
“It’s not about print vs. digital, but about giving audiences what they want, where they want it, in a way that suits them. Some of our subscribers love the tangible experience of a magazine, while others want the convenience of digital. Our job is to ensure that wherever they consume our content, they receive the same high-quality experience.”
* Synergies and Growth: Good Food & Nutracheck
By leveraging Nutracheck’s technology with Good Food’s content, Immediate has not only reinforced its leadership in food and wellness but also unlocked significant new revenue streams, achieving 500,000 digital subscribers for Nutracheck alone.
Key takeaways:
1. Strategic acquisitions can drive digital subscription growth.
2. Leveraging synergies between brands strengthens the overall proposition.
“The integration of Nutracheck and Good Food has been a game changer, reinforcing our leadership in the food and wellness space. By bringing together our expertise in trusted content and Nutracheck’s strong technology in food tracking, we’ve created a compelling ecosystem for users. We’re seeing strong engagement, and it’s clear that this kind of synergy is the future of digital subscriptions.”
* Engaging Gen Z: Building Early Connections
Jess outlined how Immediate engages younger audiences by leveraging social platforms like Instagram to nurture early relationships.
Key takeaway: Gen Z are your future subscribers, meet them where they are.
"Social media is key to connecting with younger demographics. Short-form videos and Instagram Reels engage users who might not yet subscribe but become future subscribers through early, meaningful interactions."
* Challenges and Opportunities in the Subscription Economy
Despite inflation and economic pressures, Immediate’s subscriptions continue to grow. Jess identifies two key trends in subscriptions.
Key takeaways:
1. Retention is now as important as acquisition.
2. High-value bundles (e.g., Apple’s model) are a major growth area.
“The biggest trend we’re seeing is high-value bundles—giving customers more value in a single package makes them more likely to stay. Retention is key, and the best way to maintain subscribers is to continue delivering more value. We look at what our customers are using most, what content resonates best, and how we can continuously improve their experience so they feel like they’re getting even more from their subscription.”
* Industry Inspirations
Find inspiration in subscription innovators both within and beyond publishing.
Key takeaway: Look to best-in-class examples.
"The New York Times has brilliantly harnessed data and bundled premium content, while Duolingo created a highly engaging, coherent subscription proposition. Both offer valuable lessons in driving sustainable subscription growth."
* Final Thoughts: Advice for Publishers & Immediate’s Future Plans
Jess’s advice to struggling publishers: Start with your unique value.
Key takeaways:
1. Define what you’re selling and make it indispensable.
2. Ensure your product is “sticky” so customers keep coming back.
“There’s still plenty of room for growth in the UK. The journey is far from over. Publishers need to focus on what makes them unique—what do they offer that no one else does? Build on that, strengthen it, and then use every tool available, from data to audience insights, to maximise its impact.”
Immediate’s success is a testament to strategic focus, audience-first innovation, and a relentless commitment to premium content. Under Jess Burney’s leadership, the publisher has not only adapted to the evolving media landscape but flourished—proving that the future of subscriptions belongs to those who prioritise value, engagement, and seamless user experiences.
As the industry grapples with digital transformation, Immediate’s approach offers a blueprint for sustainable growth: build on your strengths, invest in UX, and never lose sight of what truly matters—your audience.
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