Building to Last Presented by: Miki King, CMO, The Washington Post

1. Building to Last
Revenue Diversification in 2019 and Beyond
Miki King, Chief Marketing Officer

2. Traditional Revenue Models
Building to Last
Advertising Subscriptions

3. Today’s Revenue Models
Building to Last
Subscriptions
Events
MembershipDonation
Advertising

4. In Our Own Words
Building to Last
Source: Reuters Institute for
the Study of Journalism 2019

5. Reader Revenue
Building to Last
BEYOND SUBSCRIPTIONS
• Lowering barriers to entry for readers
• Newsletters
• Niche Products
• Fostering support through donations
• Building community through membership

6. Lowering Barriers to Entry
Over 60 Newsletters
LARGEST NEWSLETTERS BY LIST SIZE
THE POST MOST
• 2M+ enrollees
• Real-time feed of top stories on the site
• Paid subscribers auto-enrolled
Newsletters
1. Post Most
2. The Week in Ideas
3. The Daily 202
4. First Reads
5. The Optimist
6. Today’s Headlines
7. National News Alerts
8. Today’s WorldView
9. Evening Edition
10.Afternoon Buzz

7. CAROLYN HAX
• 27.9% CLICK rate
• Recipients required to click through to read answers to
questions
Newsletters
Lowering Barriers to Entry
Newsletters as a Gateway
NEWSLETTERS WITH THE HIGHEST CLICK RATES
1. Carolyn Hax
2. Lean & Fit
3. Book Club
4. Opinions PM
5. At Home
6. Morning Mix
7. Recipes
8. Post Most
9. Inspired Life
10.Opinions

8. Gateway Niche Products

9. Fostering
support
Building to Last
THE GUARDIAN

10. Building
Community
Building to Last
THE ATLANTIC

11. Partnership Revenue
Building to Last
WORTH A MENTION
• Audio
• Events
• Custom content
• Full-service tech solutions
• Sponsored subscription access

12. Questions….

13. Thank you.