The New York Times has debuted ads on The Athletic, hoping it will help its subscription sports website become profitable in the 3-year time frame it gave investors in January.
The New York Times on Monday debuted ads on its subscription sports website, The Athletic.: The Times hopes advertising will help The Athletic become profitable in the three-year time frame it gave investors when it acquired the outlet in January.: To start, the ads will appear on the most visible spaces within The Athletic, like its homepage, and will mostly be display ads, not sponsored posts. Pre-roll is not being introduced on the site.
Rates for the ads will be "on the higher end of the market," Tomich said, but as a whole, "we want to be largely in line with The Times." The average CPM of a display ad on The New York Times website is between $15 and $25, depending on how much targeting is layered on top of it.The Athletic publisher David Perpich said the new advertising experience "should feel seamless" and "will allow us to invest further in this world-class sports journalism.
Tomich said he feels confident that The Athletic will be able to hit that goal. He expects The Athletic's commercial team to grow to roughly two dozen globally by the end of the year.The introduction of advertising should be seen as the first milestone in introducing more commercial opportunities to The Athletic outside of subscriptions, Tomich said.
The Athletic could potentially license its soccer coverage to outlets in markets where they don't think there's going to be a big subscription opportunity.The Athletic currently has a relationship with BetMGM as its official betting partner in the U.S. and Canada. In the U.K. it works with Paddy Power and bet365.
"We see an opportunity to go after things like the luxury sector, the financial services sector and the watch sector," as well as apparel, retail banking and insurance, Tomich said. "These are not areas that have necessarily been The Times' strong suit that now The Athletic can bridge those relationships too.
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