Affiliate Idea Factory

CNN is bringing its All Access subscription service to the U.K. and Canada as part of a broader push to turn its international audience into paying subscribers.

The immediate goal is subscriber growth, while CNN also sees All Access as part of its wider revenue-diversification strategy, including a cross-platform advertising offer.

The expansion comes as AI-driven changes to search affect how publishers reach audiences: a shift CNN says it is watching and not immune to. “Ultimately, we’re trying to build a direct-to-consumer business,” Amanda Rottier, svp and head of growth for CNN Worldwide, told Digiday. “This has been our strategy at CNN for a couple of years now, and this [international rollout] is a key component of scaling that strategy.” 

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Ian Buck and Yotem Dor have been working together for at least the last 15 years, but for the most recent three years, have operated a two-man independent agency they dubbed BaD Mktg.

Working with a coterie of freelance help crafting content for a variety of clients, the pair also put several LLMs to use to run most of the agency’s back office operations, and even devised their own proprietary AI tool. Called Goody, the tool connects business systems and automates priorities, payments, vendor management, and administrative coordination while retaining human financial checks.

As a result, Buck said he and Dor have been able to function as a shop that would have a dozen staffers. And in the three years BaD (which stands for their last names’ initials) has operated, it’s generated more than $2 million in revenue, thanks to no retainers, no junior hand-offs, and the ability to reduce concepting time from six weeks to six days or less. 

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