The Times' 'Fewer, Better Stories' Strategy Drives Record Audience Growth

The Times has achieved three consecutive months of record-breaking global audience growth by implementing a 'fewer, better stories' strategy. Deputy head of digital Anna Sbuttoni revealed that the news desk reduced story output by 20% and sports by 30%, while overall daily stories dropped from over 200 to about 150. This approach prioritizes exclusive reporting, developing stories via live blogs, adding distinct value to existing coverage, data-informed publishing decisions, and compelling presentation. The strategy began about two years ago after an audit showed a quarter of stories attracted fewer than 2,000 readers. Organic search traffic increased 29% year-on-year in February, Google Discover traffic rose over 150%, and social referral traffic grew more than 100%. The Times now has 659,000 digital subscribers, a 7% annual increase, with UK brand reach exceeding 12.5 million monthly. Revenue reached £390.7 million in the year to 29 June 2025, with pre-tax profit up 13% to £69.2 million. Key initiatives include the Times Editorial Data analytics tool, front-and-center journalist promotion on social media, a shift from midnight publishing, and new community features led by Rachel Duffy. The Clean It Up campaign won a British Journalism Award despite not being data-driven. Times Money content has doubled subscriber reads, while bonus accounts for subscribers have attracted over 100,000 younger, more female users.