Quality not discounts: How The Atlantic is powering subscriber growth

Atlantic Media’s chief growth officer Megha Garibaldi explained how the next phase of growth for the title needs a focus on “quality traffic” as referral sources decline across news media.

Also joining the discussion with Press Gazette editor-in-chief Dominic Ponsford was specialist media management consultant Graham Page of Q5.

The Atlantic already has more than 1.4 million subscribers but Garibaldi sees plenty of scope for more growth. She also stressed that strong journalism remains the foundation of subscription growth, rather than deep discounting.

Q5 head of media Graham Page highlighted the importance of publishers having cross-functional teams spanning editorial, product and commercial departments, unified around clear leadership priorities and metrics.

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