Calendar

Uncertainty-filled periods are difficult for all businesses to negotiate, but the times of uncertainty are when solid and reliable partners prove their value. for creators as well as independent publishing, it'll become more apparent in the coming months ahead of which tools and platforms can best support their long-term success as well as which could make their business vulnerable places.

The outlook for global economic growth is becoming increasingly uncertain and business owners should be prepared to encounter challenges as the year continues to unfold. Budgets for consumers are shrinking because of the runaway rise in inflation and the fallout of conflict in Europe and elsewhere - and revenue challenges are now inevitable for many businesses.

The good news for those who are monetizing their audience through membership models is that although membership revenue isn't impervious to the impact of broader economic conditions, it's typically more insulated than the revenue generated through different channels like sponsorships, advertising, and commerce. This is assuming, however the creators have chosen trustworthy technology partners who have robust and stable companies of their own that can position them to navigate challenging situations successfully.

In the past, I've made arguments anyone who is a creator or an independent publisher seeking to establish a long-term sustainable membership or subscription business needs to think carefully when selecting the right tools for monetization and tech. The tendency to go with the "cheapest" choice is normal however, publishers and creators who I collaborate with are typically looking to migrate to new platforms and tools because their existing partners have failed to meet their expectations or failed to give them ample space for growth in terms of the features and functionality they provide, or offered inadequate support and direction.

These frustrations become worse during tough times for economic growth. As audience demands changes, economic variables and market variables change rapidly over time, the final thing creators should need to worry about is tools for monetization that are hindering their growth. Poor technology, missed revenue opportunities and operational headaches are annoying even in good times, but during periods that are unstable, their effects could quickly escalate until they create significant risk for business owners who are creators.

It's also more important now than ever that creator partners have created solid and long-lasting companies of their own and will not leave their customers hanging when they're forced to shift their focus or attention in pursuit of revenue or other possibilities.

My advice to any creator firm that's worried about a challenging economic time is to keep things easy and concentrate on the essentials. Specifically:

• Deliver high-value, differentiated content on a consistent basis.
• Create a smooth product as well as user experience that makes paying for and accessing this content as effortless as is possible.

In terms of technology and monetization tools, I would urge developers to look at prospective partners more closely than they have in the past to make sure they are able to articulate clearly defined philosophies and perspectives, proven products and past records, and that they are committed to subscription and membership models for the long haul.

Creators who continue to satisfy the needs and expectations of audiences and subscribers and who have the technological and other tools that empower them to do so and are in a position to not just be able to navigate the difficult economic environment and successfully, but also to come out on the other end from strong positions.