As the lines between journalism and the creator economy blur, the UAE-based publisher is betting on free registration, multi-platform storytelling and human judgement
The National, a UAE-based news organisation, has achieved notable audience growth at a time when traditional media faces mounting pressures and audiences are increasingly fragmented. With more than 200,000 registered users, over 350,000 newsletter subscribers, and a million podcast downloads in the past year, the publication's strategy is rooted in engagement, experimentation, and adaptability.
Editor-in-chief Mina Al-Oraibi argues that the real story is not just about audience size, but about the quality of engagement. Registered users spend four times longer on the site than casual visitors, a result of The National’s decision to prioritise free registration over paywalls.
This approach allows the organisation to build deeper relationships and gather valuable audience insights, while offering exclusive content such as The Editor’s Briefing newsletter to incentivise sign-ups.
Its growth is fuelled by a willingness to meet audiences where they are. The organisation has expanded its podcast portfolio with two new shows, launched 14 newsletters, and built a WhatsApp channel with 133,000 members.
Online events and vertical video formats have further diversified its reach, with a focus on creating serendipitous discovery experiences for users — such as scroll cards that encourage exploration beyond algorithmic recommendations.
Audience growth alone does not guarantee financial sustainability. The National is pursuing a mix of revenue streams, including advertising, sponsorships, and branded content.
A notable example is a sponsored video podcast produced at the Natural History Museum in Abu Dhabi, which aligned editorial and commercial goals. The organisation also benefits from parent company support and partnerships with tech providers.
The demands of digital journalism have reshaped hiring and newsroom culture.
Al-Oraibi highlights the need for journalists who can think strategically about distribution, format, and audience development — not just reporting. The National’s team has adapted by embracing new roles, deploying AI for efficiency, and focusing on editorial judgement as a core skill.
"Story judgement comes naturally—knowing what's the right story, how to present it, where," Al-Oraibi explains. "That same judgement now has to be used for distribution."
The National recognises the blurred boundaries between journalism, influencers and marketing, and the challenges posed by platform dependency and changing user behaviour. The organisation’s response is to double down on journalistic values — verification, transparency, and a commitment to serving audiences across platforms.
"Everyone is a publisher because of platforms, but that's not journalism," Al-Oraibi concludes.
This article was drafted by an AI assistant before it was edited by a human.
