Author: Sara Guaglione

This week’s Media Briefing recaps what publishers had to say about referral traffic (which, spoiler alert, is as volatile as ever) during the Digiday Publishing Summit’s closed-door town hall sessions.

• Overheard at DPS
• Google tests removing news, TechCrunch and TheSkimm get sold, and more

Overheard at DPS, referral traffic edition

The volatility of referral traffic is nothing new for publishers. Media executives had a lot to say about their frustration with declining traffic in a closed-door town hall session during the Digiday Publishing Summit in Vail, Colorado, this week — lamenting about everything from trying to make sense of Google’s Search and Discover platforms to the expansion of the tech giant’s AI Overviews feature.

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As 1440 looks to grow its advertising business, the newsletter company is laser-focused on the CPM pricing model.

Founded in 2017, 1440 Media operates an eponymous newsletter, “1440,” with the goal of providing a comprehensive and unbiased news roundup for a subscriber base that currently stands at 4.5 million. The newsletter’s audience, which is currently growing at a rate of roughly one million subscribers per year, is evenly split between genders and political views, according to 1440 CEO and co-founder Tim Huelskamp, who spoke at this week’s Digiday Publishing Summit in Vail, Colorado.

1440’s newsletter boasts a 65 percent open rate, per Huelskamp, and readers click on an average of 2.2 links per opened newsletter. In spite of these positive signals, 1440 is currently prioritizing the CPM model for its advertising inventory, which comes in two formats: a larger format that is immediately visible when readers open the newsletter, and a smaller format that becomes visible when readers scroll down.

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