Bundle the news subscription with Headspace for readers overwhelmed by news

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, Washington, very serious stuff. So how do we bring in this moment of maybe peace and calm? That was the thinking there.

Michael RiberoI would say trying to hammer out a deal and really, I think going in eyes wide open is, are you going to be the big fish or the little fish? And not to say either position is bad or maybe big spoon or a little spoon, but being okay with that going in. I think when you have two companies that are equal size or at least in the same ballpark, all of a sudden it's like, "Well, I want it on my stack and I want control of the building relationship," and all those things. We've run into issues. I've run into issues before. So really being deliberate about that. But if you can make it work, I think very cool. Very cool for the press, and then definitely business results behind it too.

David BarnardSo what are you working on with post-purchase upsells? I know that you all made a lot of headway with those.