How Axios increased its pre-booked ad revenue by pitching niche audiences

Axios has not been immune to the challenges facing the media industry, with a round of layoffs taking place in August. But amid the downsizing was also a renewed focus on the core areas of the 7-year-old media company’s business with known advertiser value, including bringing together niche audiences of subject matter experts and providing them with news in the manner and voice they desire.

“You’ve seen audiences splinter into different news bubbles,” said Jacquelyn Cameron, Axios’s chief revenue officer. “The one that we are so intently focused on at Axios is the influencer one.”

That’s because those influencers — who are made up of executives in the health care, financial services, energy and other industries — have tons of value among the advertisers on Axios’ client roster. And since there are only so many executives and only so many opportunities to make one-to-one connections with them, Cameron said it creates limited sponsorship inventory that becomes more valuable and coveted among advertisers. 

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