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Q&A: Subtext, the platform BuzzFeed and Gannett trust for texting their audiences

What's New in Publishing 06 May 2020 07:00

Subtext is the fourth product spun out of Alpha Group, the in-house tech and media incubator for Advance Local, one of the largest media groups in the United States. The platform gives newsrooms the tools to message their entire audience or to engage in one-to-one conversations with subscribers in a direct and private manner. WNIP caught up with Mike Donoghue, CEO & Founder, Alpha Group, to find out more…

Can you give us some background about Subtext? 

Since launching in March 2019, Subtext has grown to support over 185 hosts who communicate with a subscriber base exceeding 210,000 individuals. Clients include Gannett, BuzzFeed News, Advance Local, Hearst Television and McClatchy.

The Subtext team is led by myself, David Cohn, JulieAnn McKellogg and our heads of development and product. We have offices in New York City and the Bay Area.  Imagine a community where subscribers have a direct line to journalists and personalities in the same intimate way they do with friends or family: by texting with them.

Since launching the COVID-19 campaigns a month ago, the total subscriber base has increased by 700% to 210,000, which speaks to the incredible dedication that Subtext hosts have to helping people understand how to best care for themselves and their families during this unprecedented time.

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Alpha GroupMike DonoghueBuzzFeed NewsHearst TelevisionDavid Cohn
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