Pair the news subscription with coffee: cafe access and branded coffee beans

Michael Ribero… there are things that either you're doing that you can now put into a subscription and call it a bundle or probably low lift, but maybe high impact to continue to build that existing offering you had on the partnership front. I'll just warn buyer beware. Partnerships are really hard, really hard. And we did multiple at The Washington Post, which I think is super exciting. I think the theme, we really tried to coalesce around one of two things.

Michael RiberoOne is the occasion. Coffee and newspaper go together really well. And so we hammered that a whole in a bunch of different ways. You can have access in certain cafes or get a Washington Post-branded coffee bean with your subscription, so that made sense.

Michael RiberoAnd then the other was really what person are you going after? That's more in line what you were talking about. The context also helped in the sense a lot of the research we got was people were just overwhelmed by the news. And so the insight for us was yes, we do some counter-programming, shoulder programming that is either happy news or food or whatever it might be, but realistically, The Post is going to be known for very serious topics, …