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theSkimm puts its election calendar outside the paywall

Screenshot: theSkimm on YouTube

On the heels of landing an on-camera interview with FBI Director James Comey, theSkimm has launched a free 2018 Primary Election Calendar to push its audience to vote this year.

Why it matters: The six-year-old newsletter company has amassed an audience of seven million mostly millennial women, and its using that loyal fanbase to influence the political landscape and push readers to vote.

Details: theSkimm's new political calendar has debuted just ahead of the Arizona special election.

  • Every calendar event has information on the issues and candidates.  
  • While most of theSkimm's calendars are usually behind a paywall, this one was made free to encourage viewers to vote. (The company got over 110,000 readers to register to vote for the 2016 elections, 95,000 of which were women.)

In addition to James Comey, other recent "Sip 'n Skimm" interviews featured Ted Cruz, Elizabeth Warren, and Madeleine Albright

The big picture: theSkimm also recently announced a polling partnership with Vanity Fair’s The Hive and SurveyMonkey on a data-driven initiative that traces the interests and likely impact of female millennial voters in advance of the 2018 midterms.