In 2024, Supertab CEO Cosmin Ene coined a term that explained a new trend in digital media: Adscribers.

‍

Think of an Adscriber as a reader who subscribes - often at a discounted rate - but is just as valuable for the ads they see as the money they spend. They live in the space between “paid” and “free,” and they help fund journalism from both sides.

‍

A year later, that idea is aging well. In a recent episode of The Rebooting, New York Times Chief Advertising Officer Joy Robins explained how subscriptions and advertising actually strengthen each other:

“...aligning incentives with the audience leads to loyalty - and loyalty pays. Subscribers don’t just visit; they return daily, linger longer, and actually engage with the product. That gives advertisers something they can’t buy on the open web: a verified, attentive audience.”

‍

In other words, loyal readers are worth more than clicks. Even discounted subscribers create a trusted, high-quality space that advertisers want to be part of.

‍

The Times has nailed this balance, but most publishers are still figuring it out. They’re realizing that the old divide - ads or subscriptions - doesn’t really work anymore. The future is about choice: letting readers decide how they support great content, whether that’s with money, attention, or both.

‍

That’s the world Supertab is helping build - one where access is easy, payment is flexible, and everyone benefits when engagement turns into real value.