The Atlantic Launches ‘Masthead,’ a $100 a Year Premium Membership

Known for its unique, high quality content, The Atlantic is trying something new. In addition to its print and digital subscription offerings which range

Subscription News: The Atlantic Launches ‘Masthead

Source: The Atlantic

Known for its unique, high quality content, The Atlantic is trying something new. In addition to its print and digital subscription offerings which range in price from $24.50 to $34.50 per year, the 160-year-old magazine just launched The Masthead, a $100-a-year premium membership that will provide exclusive content to subscribers. According to The Masthead’s landing page, subscribers will get exclusive content not available elsewhere and they can help ‘fund the future of sustainable journalism.’

The Atlantic’s goal is to draw in founding members at $120 a year, or $12 a month. This is an introductory offer though. The Atlantic said it wants the new program to be accessible to as many people as possible, but it also needs to build a financially sustainable model, so the price will go up at some point.

Here’s their pitch:

’ a $100 a Year Premium Membership

Source: The Atlantic

‘The true value of becoming a founding member is hard to quantify. We’ve hired a new editorial team, whom you’ll meet and interact with once you join. We’re providing you with members-only content on a daily basis. And we’re building a new community of Atlantic readers, interested in an open exchange of ideas,’ The Atlantic said.

‘Where we take The Masthead will depend, ultimately, on you.

As a founding member, you’ll be invited to a private discussion group, where you can submit feedback directly to our editorial staff, ask questions of our newsroom, and play an integral role in shaping our direction.

Want to see new and different features? Tell us. Don’t like certain aspects of The Masthead, or see areas for improvement? Shoot us a note. Of course, if you just want to enjoy our exclusive content, that’s perfectly fine too. But we welcome feedback-a direct, collaborative relationship.

Plus, you’ll be directly funding a new model of journalism, one based on developing an intimate connection, an ongoing dialogue, between you and our newsroom,’ said The Atlantic’s landing page.

Members can expect to receive these benefits and more:

  • Exclusive content from Atlantic editors, writers and experts, including in-depth reports, members-only updates from editor-in-chief Jeffrey Goldberg, previews of upcoming stories and interviews with Atlantic writers and editors and thought leaders
  • A free digital subscription to The Atlantic magazine, a $24.50 value
  • Discounts and priority access to exclusive Atlantic events
  • The opportunity to connect with other Atlantic writers and readers
  • Direct access to the editors and writers of The Masthead

This new membership program will complement The Atlantic’s existing subscription offerings:

Subscription News: The Atlantic Launches ‘Masthead

Source: The Atlantic

According to Digiday, The Atlantic currently gets about 15 percent of its revenue from subscriptions. Other revenue streams include advertising, events and consulting. At the end of July, The Atlantic had 570,000 subscribers and, in May, TheAtlantic.com had 42.3 million unique visitors. They have 1.59 million followers on Twitter, 2.2 million likes on Facebook, and 33.9K followers on Instagram.

The concept of membership for magazines is not new. In mid-2016, Vogue magazine launched a $200 a year membership program, offering subscribers a limited-edition Clare V. clutch, a one-year all access subscription to Vogue, a six-month gift subscription to share, Facebook Live Q&As and other perks. Last December, New York magazine launched a ‘New York by New York’ membership program for $99 a year or $9.99 a month. This membership program was a little different. It included exclusive dining and restaurant offers, access to New York cultural experiences, discounts at retail partners, exclusive tips on New York life, access to a private Instagram feed and more.

Insider Take:

The ultimate purpose for a magazine membership program is to create long-term sustainability. As print advertising revenue erodes, magazines have to find a way to replace that income. If they raised subscription rates too much, they’d lose subscribers. By offering a membership program, they give ‘super fans’ the opportunity to be a part of something bigger, and magazines hope that the attraction to exclusive content and access is enough to bring in new members.

What remains to be seen is where the breakeven point is. How much will The Atlantic have to invest to provide additional, exclusive content, access to writers and editors, etc. in order to make a membership worthwhile? Put simply, how much will The Atlantic have to spend to make more?

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