If it’s not evident already, digital publishers who have yet to venture into subscriptions are at risk of falling to the way-side. All the evidence points to subscriptions becoming the fulcrum of digital publishing. However, soon enough, it will no longer be about simply ‘having a subscription’, but about the quality, value, access and level of personalization contained within subscription products. It behoves digital publishers to stay agile and open to rapid transformation, especially as the industry moves into uncharted territory.