As a result of this audience growth, The Athletic has raised prices for its newsletters ads in 2023. Lauren Funke, vice president of advertising, called it a 'slight increase year over year' without specifying the exact amount. The Athletic, under The New York Times acquisition, plans to raise ad prices again due to the increase in newsletter subscribers.
Newsletter ads at The Athletic are sold as 100% share of voice, native newsletter ads directly to advertisers on a cost per day basis. Funke mentioned that the daily rate varies depending on the timeframe and newsletter product, without divulging a specific price range.
The Athletic's newsletter advertisers primarily come from luxury, finance, entertainment, and CPG sectors. Brands such as Accenture, Chanel, and Michelob ULTRA are among those advertising on their platforms, catering to the diverse audience within its 2.95 million total subscribers across eight weekly newsletters.
'That kind of scale is extremely important when ad buyers consider where to buy newsletter ads,' stated Marcy Greenberger, chief investment officer at ad agency UM. The significant audience size in a single media tactic offers advertisers the chance to reach a large audience in a single day through quality content.
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