calendar

Uncertainty-filled periods are challenging for any business to negotiate, but in turbulent times, reliable and stable partners show their value. For creators and independent publishers, it'll be increasingly clear in the months ahead of which tools and platforms can best support the long-term growth of their businesses as well as which could make their business vulnerable situations.

The economic outlook for the world appears to be becoming more uncertain, and entrepreneurs should anticipate to be facing challenges as the year continues to take shape. Budgets for consumers are shrinking because of the runaway rise in inflation and the fallout of conflict within Europe as well as other causes - and revenue challenges are almost inevitable for the majority of businesses.

One of the benefits for businesses that are making money from their membership model is that, while the revenue from subscriptions isn't in any way immune to the impacts of economic fluctuations but it's usually more secure in comparison to the revenues generated by other channels such as advertising, sponsorships, or commerce. That's assuming, however that the creators have chosen trusted technology partners that have solid and long-lasting businesses of their own that will allow them to maneuver through challenging situations successfully.

Like I've previously argued that anyone who is a creator or an independent publisher seeking to establish a long-term sustainable subscription or membership business should take care when choosing technologies and monetization tools. A tendency towards the "cheapest" choice is normal for publishers, however the creators I work with are often trying to move to other tools and platforms due to their current partners having or have not met their needs and have not provided enough room to grow in terms of features and capabilities they have, or provide lackluster support and guidance.

The frustrations are worse during tough economic periods. When the demands of audiences as well as market and economic factors shift quickly around them, the last thing creators should need to think about is tools for monetization that are that are preventing them from achieving. Janky technologies, missed revenues and operating headaches can be a nuisance at the best of times, but during periods that are unstable, their effects can quickly compound to the point that they pose a significant risk to creator businesses.

It's even more essential than ever to ensure that the creator partners have established stable and sustainable business of their own and will not leave their customers in the lurch when they're forced to shift their attention or product focus to chase revenue or different possibilities.

My suggestion to anyone who is a creator or company that is worried about the current economic period is to keep things simple and focus on getting the basics right. Specifically:

• Create high-quality, distinctive consistently high-quality, differentiated content.
• Ensure a seamless product as well as user experience that lets you pay for and get access to this content as effortless as it is.

When it comes to the technology behind monetization and other tools, I would urge creators to scrutinize prospective partners more closely than they have in the past to ensure they have clear philosophies and outlooks, proven products and track records, and are committed to subscription and subscription models over long term.

Creators who are able to continue meeting the demands and requirements of their subscribers and audiences - and have technologies and tools that empower the ability to do this they should be in situation to not only be able to navigate the difficult economic environment but also emerge from the other side of them with a strong position.