The Athletic is about to hit 3 million total newsletter subscribers — nearly a 20% increase from this time last year. Its free, flagship weekly newsletter, The Pulse, now has 2.4 million recipients.

That kind of scale is extremely important when ad buyers consider where to buy newsletter ads. “That’s a sizable audience for a single media tactic. It offers advertisers an opportunity to garner large reach in a single day within quality content,” said Marcy Greenberger, chief investment officer at ad agency UM.

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