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“We’re beginning to focus much more seriously on how many young people we have engaging with us and how we deepen those relationships.”
“I look at Axios as a rolling R&D lab,” Jim VandeHei, chairman and CEO of the new venture, said in a Q&A.
Despite a bad fall shadowed by news about ad revenue declines and layoffs, the Journal has ridden what seems to be a post-election wave of interest in paid media. It’s counting on changes in paywall strategy to bring in even more digital subscribers.
“It was a high bar to just get out there and get people out there to know us and read us.”
“The individuals who pay us every year are the readers who are going to count most in our world.”
A digital subscription starts at £2 per week and includes other perks, like an Amazon Echo Dot for the earliest batch of annual premium subscribers.
“We’re trying to get away from ‘it should’ve been in print, but it couldn’t be because of the lack of physical space.'”
Shifting the focus to digital was hardly just a business decision, though: “Really, this was pretty much the only source that could help us go through.”