Broadsheet appoints Skye Rugless as director of reader revenue

Independent publisher Broadsheet Media has appointed Skye Rugless in the newly created position of director of reader revenue.

Rugless joins from the ABC, where she drove audience acquisition and retention for ABC brands; and prior to that she was at News Corp working across The Australian and The Times (UK) subscription products. As head of subscriptions for The Australian, Rugless was responsible for more than 60% of total business revenue, and orchestrated exclusive experiences connecting subscribers to the people behind the stories.

Skye Rugless, director of reader revenue, Broadsheet

Rugless will oversee marketing and growth at Broadsheet, with a focus on driving audience direct revenue.

Rugless will also lead a new team to launch its soon-to-be-announced subscription membership program, and will drive Broadsheet’s already successful e-commerce and the affiliate programs.

The subscription membership product will launch in Q4, and will offer Broadsheet readers a deeper connection to their cities. Broadsheet said it will still remain a free platform, with the membership an additional offering. More information on the membership program will be released soon.

Rugless’ appointment marks a pivotal moment in Broadsheet’s 11-year evolution, and sets the business up for further expansion through greater audience growth and engagement, new revenue streams and first-party data collection.

Stephanie Goldwater, media development director, Broadsheet said: “The membership program is key to growing our brand and the value of our independent media business, and Skye is the perfect person to be leading this product and new team.”

Rugless said of her new role: “I am thrilled to join the Broadsheet team. We go way back. When I returned to Australia from working overseas, I had no idea where to dine, get good coffee or go out at night. Broadsheet saved me socially (and emotionally), and to this day, continues to help me rediscover my old stomping ground.

“When I heard it was launching a membership program, I just had to be a part of it and put my experience working in the news and entertainment industries to good use. I can’t wait to see the enhancement of the Broadsheet brand through this exciting next stage of growth.”


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