Most subscription campaigns lead with the offer. This one led with the mission. The insight was that Times readers weren’t just buying access to articles — they were supporting independent journalism at a moment when it was under real pressure. The challenge was to reframe the act of subscribing as something meaningful, and make that feel true rather than manipulative.

My subscription campaigns helped push The Times past 4 million digital subscribers, “the highest gain in digital subscribers in a quarter since the so-called Trump bump in the fourth quarter of 2016 and the first quarter of 2017 after the presidential election.”

https://www.nytimes.com/2018/11/01/business/media/new-york-times-earnings-subscribers.html