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.

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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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