More On AJC.com’s Decision To Quit Premium Sports Content Biz

AJC.com Editorial Director Hyde Post told E&P the decision to halt the paper’s premium online sports subscription wasn’t about survivors; he says they beat the goal of 3,000 subs for the first year. (Subscriptions ajcsportsPlus were $29.95 per year; $15 for print subscribers.) Rather, it was about how they could make the most revenue — hence, an agreement with Tacoda Systems for behavioral-targeted advertising. “The ability to leverage that sports audience on the advertising side using behavioral-targeting made that audience more valuable as a free, advertising-supported content model,” Post told E&P. Sports fans are a valuable demographic. Also, Post said, AJC.com needed to open up more advertising inventory.