---
title: Super bundles are go!
description: How to succeed at bundling; AI paywalls
---

[![logo (2)](https://www.hbmadvisory.com/hubfs/Assets%20HBM%20Theme/Images/logo%20(2).svg)](https://www.hbmadvisory.com/) [![logo (3)](https://www.hbmadvisory.com/hubfs/Assets%20HBM%20Theme/Images/logo%20(3).svg)](https://www.hbmadvisory.com/)

- [Home](https://www.hbmadvisory.com/en-gb/)
- [Advisory](https://www.hbmadvisory.com/advisory)
- [121 Consulting](https://www.hbmadvisory.com/121-consulting)
- [Content Review](https://www.hbmadvisory.com/contentreview)
- [Testimonials](https://www.hbmadvisory.com/testimonial)
- [Contact](https://www.hbmadvisory.com/contact-us)

# Super bundles are go!

[Alan Hunter](https://www.hbmadvisory.com/media-hunter/author/alan-hunter)  31 January 2025

 2 min read

**How to succeed at bundling; AI paywalls**

A special hello to our new subscribers and welcome back veterans to the second edition of Editor’s Picks from [Tomorrow’s Publisher](https://tomorrowspublisher.today/).

This week I’m delighted to highlight a piece written by my esteemed business partner, [Michael Brunt](https://www.linkedin.com/in/michaelbrunt/). When we introduce ourselves to potential clients we often joke that as a former journalist I represent “church”, while he is “state”, dealing with the often tricky business of making money from journalism.

Michael brings all his experience from our consultancy work and as a former publisher of The Economist and general manager of The Times to [his article on the rise of “super bundles”](https://tomorrowspublisher.today/editors-picks/welcome-to-the-age-of-super-bundling/).

Of course, newspapers have always been bundles of a sort, combining disparate elements such as sport, business, travel and fashion alongside the news. Now, however, publishers are looking to other publishers and services to augment their offers. Michael expertly outlines the best practices and pitfalls to avoid.

Elsewhere, both the [Financial Times](https://tomorrowspublisher.today/monetisation/ft-hails-value-over-volume-from-ai-paywall/) and [Business Insider](https://tomorrowspublisher.today/monetisation/business-insider-grows-subscriptions-with-ai-paywall/) have reported successes from their AI-driven paywalls. Interestingly, the FT says theirs has not increased conversions but increased the value of those who subscribe. This is a fascinating development we should watch closely. To my mind, over the past decade too many publishers have chased conversion at the expense of subscribers who will engage with the content in the long term.

And we have a challenge from Davos, where PWC’s head of innovation outlines the revolutionary effect that [agentic AI](https://tomorrowspublisher.today/content-creation/agentic-ai-if-youre-not-using-it-youre-already-behind/) can have on businesses, with the stark warning that if you’re not using it in areas like software development, you’re already behind…

![logo (2)](https://www.hbmadvisory.com/hubfs/Assets%20HBM%20Theme/Images/logo%20(2).svg)

Hunter Brunt Media Ltd. Company number: 13546179  
Registered address: Aston House, Cornwall Avenue, Church End, London N3 1LF

- [Privacy Policy](https://www.hbmadvisory.com/privacy-policy)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Alan Hunter",
    "url" : "https://www.hbmadvisory.com/media-hunter/author/alan-hunter"
  },
  "dateModified" : "2026-11-06T17:09:10.870Z",
  "datePublished" : "2025-01-31T17:00:00.000Z",
  "headline" : "Super bundles are go!",
  "mainEntityOfPage" : {
    "@id" : "https://www.hbmadvisory.com/media-hunter/super-bundles-are-go",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject"
    }
  }
}
```