The subscription-based site will offer one audio episode a week in front of the paywall in hopes of attracting new subscribers.
Digital subscription-based sports media company The Athletic will start offering one audio episode a week in front of its paywall in an effort to expand its audience.It will also add 40 new podcasts on Tuesday, bringing its podcast count up to 80.The Athletic, a subscription-based digital sports media company, will begin experimenting with putting some of its audio content in front of its paywall in an effort to expand its audience, a source familiar with the plans tells Axios.
The goal is to offer people who might be less likely subscribe to The Athletic the ability to sample some of company's content. A small portion of the free audio will include advertising. While this is just an experiment for now, the source notes that the company is likely to ramp up advertising efforts in the future.
The company is also launching 40 new podcasts on Tuesday, bringing its total podcast count to around 80 podcasts. By years end, the company hopes to have around 120 podcasts in total.It's hard to market products with hard paywalls because consumers aren't able to sample the product before committing to buying it. While The Athletic does offer free trials and sign-up discounts, this offering really goes after people who never were open to paying to begin with.
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