AJC Launches Georgianomics Newsletter to Grow Digital Business Audience

The Atlanta Journal-Constitution launched a new weekly business newsletter called Georgianomics in August 2026. The publication targets younger professionals with reporting on Georgia’s economy. The move follows the paper’s transition to a digital-only model.

The AJC ceased print publication in December 2025. That decision marked a shift toward digital growth. The publisher has invested in newsletters, video content, and audience development. It now has more than 100,000 online subscribers. The company has extended its goal of reaching 500,000 subscribers to the end of the decade.

Betsy Santoyo, director of audience engagement at AJC, said the newspaper already produces relevant business coverage. However, she noted that younger professionals were not finding it. The newsletter serves as a new entry point to existing journalism. The goal is to build reading habits that lead to paid subscriptions.

After six editions, the AJC reported 47% growth in subscribers. Santoyo attributed this growth to the content and internal promotion. The newsletter also inherited some existing audiences from other platforms. The publisher did not disclose total subscriber counts. AJC plans to consolidate three LinkedIn business newsletter audiences. These groups have about 12,000 followers in total. The paper will direct these readers toward Georgianomics and its website.

Santoyo stated that conversion to paid subscribers is the top priority. Engagement and habit-building come next, followed by open and click rates. This strategy aligns with research from Northwestern University’s Medill Spiegel Research Center. That research found a strong link between regular reading and subscriber retention. Larry DeGaris, the center’s executive director, said social connection predicts reading regularity. He noted that journalism readers discuss or share encourages repeat engagement.

Joseph Lichterman, head of editorial and communications at the Lenfest Institute for Journalism, reviewed the launch announcement. He said the newsletter has a clearly defined audience and value proposition. Lichterman identified Georgia’s business leaders as the target audience. He described economic insight as the primary offering. He said the AJC is betting that readers are willing to pay for this specific type of insight.

The newsletter covers executive moves, real estate, aviation, and company expansions. It also reports on Georgia’s data-center boom. Santoyo said stories connecting economic developments to jobs and housing have generated strong reader interest. The AJC is exploring future subscriber-only newsletters. These would focus on narrower subjects like real estate and specific industries. Such offerings could deepen reader relationships and create more subscription revenue opportunities.

Lichterman emphasized the importance of quality over quantity for specialized products. He advised publishers to focus on fewer newsletters that they can execute well. He said this approach prevents disappointing readers who are being asked to build trust. The AJC has not disclosed how many paid subscription conversions are attributable to Georgianomics so far.