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The Athletic, a subscription-based digital sports media company, will begin experimenting with putting some of its audio content in front of its paywall in an effort to expand its audience, a source familiar with the plans tells Axios.

What's new: The company will start by offering one episode a week to non-subscribers in front of the paywall and one behind. The goal is to offer people who might be less likely subscribe to The Athletic the ability to sample some of company's content.

  • A small portion of the free audio will include advertising. While this is just an experiment for now, the source notes that the company is likely to ramp up advertising efforts in the future.
  • The company is also launching 40 new podcasts on Tuesday, bringing its total podcast count to around 80 podcasts. By years end, the company hopes to have around 120 podcasts in total.

Our thought bubble: It's hard to market products with hard paywalls because consumers aren't able to sample the product before committing to buying it. While The Athletic does offer free trials and sign-up discounts, this offering really goes after people who never were open to paying to begin with.

The big picture: The Athletic, which started out as a text-based sports media company, has been growing its podcast and video business over the past year as it aims to hit its goal of 1 million paid subscribers by years end.

  • It launched its podcast business in April as a way do more with the company's 400+ sports reporters around the country and in the UK and launched an original video business in May.
  • As of June, the company had over a half million paid subscribers. It expects to grow that number by focusing on expanding its business in the UK as well.

Be smart: The Athletic isn't the only subscription-based site to make this transition. The Information said earlier that it may begin to experiment with advertising.

Go deeper: Traditional sports look to new tech to survive

Go deeper

DOJ cites discrimination in lawsuit against Texas over voting districts

Attorney General Merrick Garland. Photo: Alex Wong/Getty Images

The Department of Justice on Monday filed a lawsuit against Texas, alleging Republican state lawmakers discriminated against Black and Latino voters and has "again diluted the voting strength of minority Texans" when they approved new redistricting maps.

Why it matters: A DOJ assessment of the new districts found that they violate Section 2 of the Voting Rights Act, Attorney General Merrick Garland said at a press conference.

3 hours ago - World

Biden to warn Putin U.S. will add troops in Eastern Europe if Russia invades Ukraine

Putin meets Biden in Geneva. Photo: Peter Klaunzer - Pool/Keystone via Getty

President Biden will warn Russian President Vladimir Putin when they speak on Tuesday that if Russia invades Ukraine, the U.S. is prepared to increase its troop presence, capabilities and military exercises on NATO's "eastern flank," a senior administration official told reporters.

Why it matters: The administration believes it's increasingly likely that Putin will order an invasion.

4 hours ago - World

U.S. announces diplomatic boycott of Beijing Winter Olympics

An Olympic-themed sculpture in Beijing on Dec. 1. Photo: Hou Yu/China News Service via Getty Images

The U.S. announced Monday that it will not send officials to the 2022 Beijing Winter Olympics in protest of human rights abuses committed by the Chinese Communist Party.

Why it matters: The diplomatic boycott — which won't prevent American athletes from competing — marks a major escalation between the U.S. and China amid already heightened tensions over the CCP's treatment of Muslim minorities, military threats to Taiwan and economic tariffs.