Sports Business Journal: The Athletic signs television vets to boost video content

From John Ourand

“We have enough subscribers now that we can really put an emphasis on engagement,” he said. The Athletic does not release subscriber numbers but said that it’s more than 100,000. “When we engage our audience in different ways other than the written word — whether it be podcasts or video — we see a meaningful difference in engagement and retention. … We’re at the scale now where the difference in retention can make tens of millions of dollars difference in revenue. It’s really optimizing to get people to continue to renew.”