It's possible that the slow news website Tortoise has spotted there's an election, and is becoming frankly frenetic. Podcasts, daily election diaries, cartoons - remarkably like a broadsheet paper, rather than a game-changer.
There may be another element also that's more like newspapers - free and discounted memberships, like the national dailies' so-called 'bulk sales'. The site claims 25,000 members, 40% under 30. By my calculations, if they were all paying the full annual rate, that would produce an annual income close to £40m - enough to keep the editorial team in premium Chinos and button-down shirts for a year or two.
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