Today, most news organisations are adjusting to the fact that the internet has toppled the distribution models that once supported them in style. Seduced by the billions that Google and others have made off free, ad-supported services, they’ve convinced themselves that online advertising is the future and thus they should focus on building the widest possible audience. Subscription offerings, in many cases, were an afterthought. The Information is founded on the opposite principle. We believe the best way to build a brand is to be indispensable to some people, rather than try to appeal to everyone. The business model aligned with that mission is a subscription business where our only incentive is to write articles our customers want so badly they are willing to pay for them.

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