Subscription-Based 'The Information' May Test Ads In Newsletters

Newsletters from subscription-based tech news media company The Informationmay look a little different this year. Jessica Lessin, founder of the 5-year-old media company, is looking to experiment with advertising in its emails.

Lessin, a former Wall Street Journal reporter who created The Information for tech executives, told Business Insider she has noticed a growing interest from companies in placing ads in their newsletters to promote jobs, events and other information.

Newsletter-focused media companies like theSkimm, which has a primarily female millennial audience, have found success with ads in emails to subscribers.

However, Lessin finds programmatic and native advertising like living on the “treadmill of impressions,” and branded content as “devaluing your journalism and confusing the reader,” she told Business Insider.



The Information is currently ad-free, with all content behind a paywall. 

Annual subscriptions cost around $400; they make up most of The Information's revenue. Around 300,000 get its weekly newsletter, and 10,000 subscribe.

While more media companies are moving in the opposite direction — away from free access to asking readers to contribute or subscribe — The Information is looking to diversity revenue streams to accelerate its growth.

The Information has about 30 employees.

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