• by Ray Schultz , August 26, 2024

Subtext -- a texting platform used by publishers like Punchbowl News, The Washington Post and TexasTribune -- has formed a strategic partnership with News Revenue Hub, a nonprofit organization that provides technology infrastructure and consulting services to newsrooms that seek to prosper without a paywall.

Under this partnership, News Revenue Hub will offer Subtext’s SMS platform to its newsroom clients.

Subtext contends that media companies face declining ad revenue and loss of access to audiences they have rented through social platforms. They are also affected by such trends as AI hurting deliverability, email saturation and unpredictable social media platforms and policy changes. 

The audience is there because 98% of U.S. adults now use SMS, the company claims. Subtext says it can help publishers reach every demographic, including those who lack internet access. 

The News Revenue Hub seeks to ensure that the public can freely access quality news and information. The nonprofit has raised more than $106 million for newsrooms.