Quartz is launching a new U.K. edition, following the same new site format as the U.S. version, according to reports.
The new site launched Tuesday.
The U.K. version of Quartz will include stories that are more relevant or specific to the U.K. and European audiences. Example stories includ U.K. drivers aren’t buying more electric cars and how Brexit is changing the English language.
Stories on the homepage will be chosen from the London office and will typically include 15 stories in total.
This is part of the publisher’s strategy in growing its membership program, which launched November 2018.
Quartz would not give any indication on how many members it has. However, what we know is that more than 50 percent readers come from outside the U.S., while the U.K. is its second-largest market.
“That’s a strong sign we have an offering that is meeting people’s demands and solving their problems,” said Quartz CEO Zach Seward.
“What Quartz is offering is more features rather than benefits,” said Rob Ristagno, founder and CEO of consultancy the Sterling Woods Group. “Having great content is not always enough. In addition, you need to carve out this niche. You need to ask, what value does the membership provide? Otherwise, it’s a content subscription in disguise.”
Tailoring the homepage with more U.K.-specific content is a welcome addition for agencies. Further, to help expand its audience, the publisher launched the lifestyle-focused Quartzy at the end of 2016 and approached Essence to be early partners.
