'Convince the gatekeepers': How The Week Jr. is growing its U.S. subscriber base

The Week Jr. was set to debut in the U.S. last spring but the day that the first run of the children's magazine went to the printer, much of the country went into lockdown. That threw a wrench not only in the magazine's editorial plans, but also in the marketing strategy for how the U.K.-based, Dennis Publishing-owned title was meant to enter the western hemisphere. Despite the initial hiccups, Andrea Barbalich, editor-in-chief of The Week Jr. U.S. and Kerin O'Connor, chief executive of The Week said on the most recent edition of the Digiday Podcast that the weekly news magazine for kids has already surpassed its initial run of 50,000 issues and now reaches 75,000 subscribers in the U.S. This is in part thanks to 2020 having one of the most intense news cycles on record, which Barbalich said her team was diligent about covering in a way that kids could easily digest and in a manner that parents might not be able to do on their own. Within about three or four issues we had The Week Jr. being read in every state in America," said O'Connor.