Reclaim Your Audience. Reclaim Your Future.

The TRB x HoK Audience Revenue Lab helps publishers build direct, durable relationships with audiences and grow sustainable, owned revenue models that don’t depend on platforms.

Lost Sovereignty

  • 71% of publishing executives rank direct audience revenue as their top strategic priority.

  • But only 34% say their current revenue mix reflects that focus.

  • 11% describe their organizations as “very aligned” on shared goals.

For years, publishers traded away parts of their independence.

Distribution went to platforms. Monetization was outsourced. Strategy was shaped by intermediaries. It made sense in the traffic era, until it didn’t.

Now, as search referrals drop and platform priorities shift, the fragility of those models is clear.

What’s been lost isn’t just traffic or revenue, it’s sovereignty. The ability to define your audience relationships and control the value exchange.

Let’s Take It Back

“Misalignment is the defining challenge of the moment.”
-Brian Morrissey

Together, HoK and TRB help publishers reclaim sovereignty by putting audience at the center of the revenue strategy and building resilience into the models

We work alongside publishers to rebuild direct, audience-first growth engines designed for resilience, not dependency.

House of Kaizen’s decades of experience growing subscriptions across media and product industries, paired with The Rebooting’s industry intelligence, insights into shifting audience behaviors and best practices from leading publishers.

Advisory & Perspective

Prioritize the value levers to drive sustainable growth — quality over quantity.

Goal Alignment

Bring cross-functional teams into alignment around the audience.

Subscription Audit

Diagnose the full subscriber journey for quick wins, hidden friction, and opportunities to strengthen revenue performance.

Audience Research

Test-ready hypotheses, validated and tied to qualified audience evidence.

Experimentation Led Growth

Execute and embed testing methods that win 90% of the time to accelerate revenue retention.

Digital Marketing

Plan and optimize off-site distribution campaigns to acquire, engage, and retain audiences from first visit to loyal subscriber.

How We Work

Every publisher’s path is different. That’s why the Audience Revenue Lab adapts to your goals and capacity.

“Durable audience revenue businesses are built through high-agency cultures and continuous experimentation. As Lee Kuan Yew once said about Singapore’s development: If something works, we do more of it. If it doesn’t, we stop it and try something else.”

- Brian Morrissey

  1. Scenario Planning

    Create if/then plans on a scale of reliable to innovative to navigate the uncertainty of today and tomorrow.

  2. Frameworks & Diagnostics

    Identify and prioritize growth opportunities through structured analysis and strategy workshops.

  3. Full Growth Program

    Run your complete audience revenue initiative with our team as embedded partners.

  4. Collaborative Execution

    Augment your team with the expertise, systems, and processes to turn strategy into results.

Why It Matters Now

The constant is your effort to deeply understand them, and to adapt your products, experiences, and communications accordingly.

Durable audience revenue models are built on:

  • High-agency cultures that own their growth.

  • Direct audience relationships that strengthen over time.

  • Continuous experimentation pivots from learning to winning.

The Audience Revenue Lab exists to help you build that foundation, and the confidence that comes with it.

Audience expectations are evolving faster than ever

Reclaim Your Sovreignty

→ Talk to Us About Growing Your Audience Revenue

This is an invitation to publishers ready to own your future.

Put the audience at the center.

Build durable revenue.