Mill Media lands £100,000 grant to put young UK readers behind its paywall
What's the deal? UK newsletter-based local publisher Mill MediaDealroom has a profile for this one. Try Dealroom → has secured a £100,000 grant from the Postcode LotteryDealroom has a profile for this one. Try Dealroom →. The money will fund 1,150 annual subscriptions aimed at readers aged 16 to 25.
What's the endgame? Mill Media runs local news through email newsletters and already has 15,000 paying readers. The grant lets it hand younger readers free access, seeding a subscriber base that skews older.
Why now? Local journalism across the UK has struggled to reach younger audiences, who are less likely to pay for news. Targeting the 16-to-25 bracket is a bet on building habits early.
The signal: Grant funding to cover subscriptions is a workaround for a hard problem: converting young readers into paying customers. The scheme tests whether free access can turn into loyalty once the funding runs out.
Read more: mediagazer.com
Image credit: hellomike
