In-depth media analysis: What should we do with media bundles?

Why are we even talking about bundling?

There are generally two reasons why publishers start to talk about bundling, and both of them (obviously) have to do with growth.

The first reason is a sad one. This is when publishers have been trying to grow directly, meaning they have been trying to get people to subscribe just to them, but it isn't working. People don't convert, there is no real growth, and so the publishers get desperate.

The solution, they think, is to then bundle their publication with something else, in the hopes that the combined volume will convince all these non-subscribers to convert anyway.

There are variations within this, of course, but this is the core of it. Publishers not being able to sell subscriptions directly.

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