Case Study: NAPCO Research achieves actionable insights into publishers’ shift to subscription-driven blended revenue models with Lineup

NAPCO Research - Customer Case Study

NAPCO Research examined how publishers are responding to falling digital ad rates and the COVID-19–accelerated shift toward subscriptions, uncovering widespread challenges around siloed departments, disparate data and technology, and the need to capture first‑party customer data. Facing an industry where advertising still averages 72% of revenue but publishers are targeting higher subscription shares, NAPCO Research highlights the urgency for technology partners — such as Lineup (whose products include the Adpoint ad‑sales system and the Amplio audience monetization platform) — to help bridge advertising and subscription businesses.

Lineup’s solutions are positioned to unify ad and subscription workflows, enable first‑party data capture and audience monetization, and support publishers’ move to blended revenue models. According to NAPCO Research’s findings, subscription revenue has been a stabilizer during the pandemic (45% of publishers reported subscription revenue remained the same and 22% saw increases, while 73% saw advertising declines), underscoring the measurable impact publishers can achieve when they pair strategic technology like Lineup’s Adpoint and Amplio with organizational change.

NAPCO Research