How The National cracked the code on audience growth |
The National, a UAE-based news organisation, has achieved notable audience growth at a time when traditional media faces mounting pressures and audiences are increasingly fragmented. With more than 200,000 registered users, over 350,000 newsletter subscribers, and a million podcast downloads in the past year, the publication's strategy is rooted in engagement, experimentation, and adaptability.
Editor-in-chief Mina Al-Oraibi argues that the real story is not just about audience size, but about the quality of engagement. Registered users spend four times longer on the site than casual visitors, a result of The National’s decision to prioritise free registration over paywalls.
This approach........