The Hill, a Washington-based political news outlet, is capitalizing on a surge in reader interest by launching a new digital subscription product called the Hill Insider. The publication, often overshadowed by competitors like Politico and Axios, was the most-visited digital-first news publication dedicated to politics in May, according to Bill Sammon, senior vice-president for editorial content.
Hill Insider subscription tiers
The Hill Insider will offer readers access to newsletters, live interactive video calls, and other premium features. The basic tier costs $5.99 per month (or $59.99 annually), while the premium tier costs $9.99 per month (or $99.99 annually). The main website will remain free. “It’s additive,” Sammon said. “For the very most part, we’ve developed all kinds of new value-added content that we think is going to serve our readers as we understand what our readers want … For people who are really into this, they just want more of it.”
Profitability and Trump-era boost
The Hill, acquired by Nexstar in 2021 for $130 million, is profitable and has seen increased engagement due to the second Trump administration. “I think we’re kind of having a moment right now,” Sammon said. “The viewership is engaged, and a lot of it has to do with, frankly, that there’s just so much going on in the news. It is a good time to be a journalist in Washington given the sheer volume of consequential stuff that’s just coming over the transom.”
Sammon's background and role
Sammon, a former Fox News veteran, joined the Hill after being pushed out following Fox's 2020 election coverage. In a November 2020 email released during Dominion's defamation lawsuit, Rupert Murdoch suggested letting Sammon go to send a “big message with Trump people.” Sammon now also serves in a dual editorial role for NewsNation, Nexstar's cable news channel. “I don’t have a lot of skillsets in this world and they found the two weird skillsets that I have, and there’s a job for that,” he said. “You need to know about newspapers and you need to know about cable TV. Well, that’s actually something I can do.”
Competitive landscape
Despite a crowded market for direct-to-consumer subscriptions, Sammon believes the Hill's offering is sufficiently differentiated. The publication, founded in 1994, continues to print a print edition three days a week delivered to every congressional office.
