Gwen Vargo

Gwen Vargo is Vice President, Communications and Operations for American Press Institute, leading a cross-functional team that works to accelerate the growth of API’s brand identity and raise awareness of its work to external audiences in civil society, journalism, philanthropy, technology and other fields that intersect with its work. In this role, Vargo leads efforts to create a consistent cohesive narrative expressed across API’s web sites, social streams, marketing channels and other media collateral and properties.

Vargo also works closely with news organizations to build more sustainable revenue models. She helps news organizations implement best practices in communications and marketing strategy, increase subscription revenues, conduct research, and develop innovative revenue generation approaches through audience data, communications, content strategy, marketing and more.

Before joining API in 2017, Vargo worked at The Chronicle of Higher Education, where she led a cross-functional team that included marketing, sales, circulation and market research and developed sustainable revenue models for an array of digital products, including webinars, customized data, and events. At Atlantic Media Company, Vargo oversaw marketing, sales, and client services for National Journal Group, and played a key leadership role in the strategic relaunch of the National Journal Group’s products and website. Previously, she managed marketing and operations efforts at organizations such as Euromoney Institutional Investor, PRIMEDIA, and American Lawyer Media.

Beyond email: Other tactics to drive users to subscription offers

While publishers should seize on the opportunities offered by email marketing, they should not view email — or any single approach — as the magic bullet to gaining subscribers. Wherever possible, news organizations should be using multiple touch points to connect with prospective subscribers, both on and offline. Email campaigns, while effective, rely on having […]

How to get the email addresses you need to drive new subscriptions

Nothing is more important to the brave new world of building subscriptions than the relatively old world of email. An email address gives publishers ways to target and connect with potential subscribers that are much more effective than metrics like “unique visitors,” a potentially misleading number due to the fact that the same person may […]

Welcome to the Reader Revenue Toolkit

Revenue that comes directly from readers in the form of subscriptions, memberships, donations, events and more is crucial for the long-term sustainability of news organizations — especially those serving local communities. To help create that future, the American Press Institute maintains the Reader Revenue Toolkit — practical guides and resources to help publishers get started […]

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