The intense heat and conjecture coming on the subscription models of Netflix, Stan, Paramount+, Disney+ and beyond may, ironically, not cut so deep for battle-weary publishers if they keep moving fast with new bundled products, content, AI and UX. That’s Mark Reinke’s view, who moved from financial services to the media industry in 2019 and admits plunging into a baptism of fire – publishing is tough, News Corp to many even tougher. Under Reinke, News Corp has launched subscription puzzles, mindfulness and wagering sites, its first podcast series - crime - with Apple that is casting for a global subscription audience and a younger version of The Australian – The Oz - which looks more like Instagram and has attracted 500,000 younger readers since launching six months ago. News Corp’s Australian experience is matching – ahead in some areas – what is underway globally among publishers according to Tim Rowell, APAC boss of subscription platform Piano, which counts 3,000 media titles worldwide using its tech. Rowell says editors and journalists have seen many of their assumptions challenged about how audiences consume and behave with content – the old newspaper lifestyle sections are returning as new gold in rebundled digital subscription packs – and there are big lessons for brands, their advertising plans and content marketing investments. Heads-up: move faster, experiment more, repackage content, use AI to find smaller but lucrative emerging audiences and blow up assumptions. New rules are playing out.