The Future of Media, Explained - from Press Gazette Quality not discounts: How The Atlantic is powering subscriber growth
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Feb 13, 2026 Megha Garibaldi, Chief Growth Officer at The Atlantic, drives subscription strategy with a focus on quality journalism. Graham Page, Head of Media at Q5, advises newsrooms on leadership and cross‑functional teams. They discuss subscription growth without deep discounting. They explore quality traffic over raw scale, organising teams across editorial, product and commercial, and balancing subscriptions with advertising.
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Quality Journalism Lowers Growth Friction
- High-quality journalism makes business-side growth work much easier.
- Megha Garibaldi says readers will pay when content challenges assumptions and piques curiosity.
Limit Deep Discounting
- Avoid deep discounting as a primary acquisition tactic and keep offers measured.
- Megha Garibaldi says The Atlantic limits discounts to holidays and specific partnerships.
Signal Chat Story Drove Support Surge
- The Atlantic's reporting on the Signal chat drove a surge in support intent.
- Megha Garibaldi used the story to show how coverage can trigger readers to subscribe out of support for journalism.