News publishers are moving beyond anonymous pageviews to create meaningful, data-rich connections with their audiences.

Here are some recent innovative approaches from the world of publishers, inclusive of news media and beyond.

Progressive data collection and personalisation

• Texas Monthly’s true crime strategy: Texas Monthly leveraged first-party data from newsletter subscribers and on-site behaviour to fuel a highly successful true crime content strategy. Their multichannel campaign around the Stephenville podcast, executed with Sailthru by Marigold, generated over 175,000 pageviews, a 20-minute average time-on-site, and more than 1.87 million podcast downloads. The data insights helped them refine content strategy and optimise promotion channels.
• Axios zero-party data collection: Axios implemented onboarding journeys to collect zero-party data at sign-up, asking readers to identify topics of interest. This approach enabled rapid scaling of highly targeted local newsletters, resulting in more than 300,000 new subscribers with precise content delivery from day one. By personalising send times for optimal inbox delivery, Axios increased open rates by 8%. 

Direct platform relationship building 

• Hearst Connecticut Media Group’s hyperlocal approach: Hearst strategically builds direct audience relationships through their GameTime CT high school sports vertical, serving parents, athletes, and coaches. They launched their first texting campaign for Yukon basketball during March Madness, creating direct messaging channels with engaged community members. Their hyperlocal coverage of school closures, weather, education, and real estate creates direct traffic that survives platform disruption.
• BBC Studios multi-platform engagement: BBC Studios operates 11 regular newsletters for global audiences across topics from U.S. politics to personal health, generating deep engagement. They’ve created a feedback loop where engaged newsletter readers become content contributors and reliable traffic drivers. Their In History newsletter led to creating a recurring section featuring reader memories that became one of their most popular features.

Enhanced newsletter and communication strategies

• Wired’s human-to-human connection strategy: Wired expanded its subscription offering with livestream AMAs with editors, audio narration for articles, and specialised newsletters including Model Behavior by Kylie Robison covering AI and Made in China by Zeyi Yang and Louise Matsakis. Editor Katie Drummond positioned this as connecting “our humans to all of you humans” in response to the traffic apocalypse.
• The Verge’s personalised following system: The Verge launched new site features allowing readers to directly follow individual journalists and topics in personalised feeds on their homepage, along with new newsletters including a daily flagship newsletter. This creates direct reader-journalist relationships independent of platform algorithms.

Subscription and print revival innovation

• The Logic’s exclusive access model: The Logic, a Canadian business publication, built a subscription-first model from launch in 2019, creating intimate events like 30-person breakfasts in Calgary and Vancouver with columnists. They maintain a Slack channel for direct engagement with reporters and host virtual events based on breaking news. “We try to make sure our readers understand they’re getting way more than just access to ungated content,” says CEO David Skok.
• The Onion’s print renaissance and subscriber strategy: Under CEO Ben Collins (formerly of NBC News), The Onion has built a thriving subscriber base by reviving its print edition and refusing to compromise editorial voice. From zero subscription revenue when Global Tetrahedron took over in April 2024, they can now “almost fill three Madison Square Gardens with our subscriber base.” They ship newspapers to 50+ countries monthly, using print as both cathartic content and physical proof of editorial independence. Collins notes: “People like getting something in the mail that doesn’t make them want to blow their brains out.”

• The Dallas Morning News’ print business section expansion: The Dallas Morning News doubled its Sunday business section from six to 12 print pages, investing in coverage of the rapidly growing Dallas-Fort Worth region. With over 500,000 people moving to the area since 2020 and employment growing 2.7% compared to the national rate of 0.1%, the news company sees opportunity in comprehensive business coverage. Initial sales response has been positive, with 25% of ad sales already contracted for next year. The expansion launched August 3, 2025. 

Sponsored tools and product innovation

• Apartment Therapy’s sticky tool strategy: Apartment Therapy has achieved a projected 26% year-over-year revenue increase through sponsored interactive tools that keep users engaged on-platform. Their five sponsored tools include: a searchable Before & After archive (Kohl’s), filterable house tour hub (Homes.com), image browser for design inspiration (Sherwin-Williams), Mood Board creator (Discover), and Room Plan furniture arrangement tool (Walmart). These tools generated 31 million interactions and drove brand partnership revenue up 400% year-over-year.

If you’d like to subscribe to my bi-weekly newsletter, INMA members can do so here. 

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .