As the media industry has moved online over the past two decades, the internet advertising model quickly became the mainstay for generating revenue. But year-over-year, the internet advertising market is shrinking; just over the last year we saw a drop from $125B in 2019 to $121B in 2020. And not only are advertisers spending less, consumers are figuring out how to avoid ads altogether: 80 million people will use ad blockers this year, costing advertising companies $10B in revenue. With the evolution of the online world, every media company is considering ways to make up for dwindling advertising revenues (which has only been exacerbated by the global pandemic) with recurring revenue strategies. Savvy media companies are returning to their roots: subscriptions. Because, while advertising numbers are unpredictable, the consumer appetite for digital content continues to grow. In 2020, digital newspaper circulation revenue grew 10% year-over-year, and in the United States 43% of consumers say they are willing to spend more on their current media subscriptions.