How The Washington Post's new Instagram editor will try to boost its subscription business
February 2, 2021 In a sign of the times, “Instagram editor” is now an official title at The Washington Post and a key cog in the newspaper publisher’s subscription business. The Washington Post promoted Travis Lyles to the new role to oversee its main Instagram account full-time as of Feb. 1. He will build out a team to ramp up vertical, visual storytelling on the platform and expand the Post’s identity beyond its publication. And ultimately — convert some of its Instagram followers into paying subscribers. “The biggest end game is to grow our subscribers,” said Mark Smith, d...
Source: digiday.com