The results, summarized in its “Digital Publishing Benchmarks Report,” show that alternative strategies like paid subscriptions have been embraced by a small minority of publishers.
Currently, Web site banner ads are employed by around 80% of the publishers surveyed by HubSpot, while email banner ads and native content are the next most popular, at around 70% each.
Further down the totem pole were event sponsorship, lead generation services for advertisers, and classified listings and directories, all employed by less than half the publishers surveyed.
One in five publishers has moved into e-commerce, and just 10.9% of respondents said paid subscriptions were their main revenue producer. Publishers identified sponsored content and native advertising as one of their main future growth areas, with respondents predicting its value will jump by 55% over the next six months, making it a bigger chunk of their business than traditional banner ads.
Events are another promising area for future growth, with their value to publishers expected to increase around 40%.
Most publishers think print advertising revenue will decrease in value; classified listings and directories are also expected to decline.
The full report, with more detailed statistics, is available for download from the HubSpot Web site here.