A sudden boost in online readership

Arkells tweet urges readers to buy a subscription

The Hamilton Spectator saw a spike in digital subscriptions this week.

So did TheRecord.com in Waterloo Region.

It is likely many other news organizations received a sudden boost, too.

Why? Could it be because the popular Hamilton band Arkells tweeted Tuesday they “want you to stop running from the paywall & consider supporting local journalism. It’s been years in the making. Sign up for a subscription to your fave news outlet and we’ll gift you this custom T-shirt”?

I’m sure the band, already an international hit, made new friends in journalism everywhere. It certainly warmed my heart.

TheSpec.com has been selling seven digital subscriptions a day so far this year, but after the tweet on Tuesday, that spiked to 35. On Wednesday, it was 20. On Thursday, it was 22. So all in all, a good week for this particular outlet, and I’m betting not a bad one for others as well.

Indeed, Arkells tweeted later on Tuesday they were “seeing hundreds of new subscriptions rolling in, including the “New York Times, The Standard, The Spec, Ottawa Citizen, Globe and Mail, The Athletic, Calgary Herald, The Toronto Star, London Free Press etc etc.”

In a web post, the band told followers to “do the right thing. If you’re an engaged member of your community, you’re probably thankful for the people who report the news. And even if you’re not, you’re probably still reassured to know that someone is keeping tabs.”

This week, Arkells frontman Max Kerman told TheSpec.com’s Jeremy Kemeny in a phone interview from New York City that he’s wanted “for a long time” to help local news outlets. Who knows, the T-shirt, designed by band member Mike DeAngelis may become a classic?

Indeed, the band is no stranger to social activism through its music, as evidenced by songs such as “People’s Champ” and “Whistleblower.”

Arkells know, as many of you do, the vital role journalism plays in our society, and in a functioning democracy. We try our best to hold our leaders to account. We try to be a voice for those who have had theirs lost or stolen. We are often the last resort for the little guy.

We tell stories that connect our communities. We help our citizens communicate with each other, debate with each other, learn from each other. We help governments govern and companies prosper, despite what some of them might think from time to time.

That ability is increasingly threatened, so this kind of gesture is much appreciated, by the industry and readers alike. Paul Berton is editor-in-chief of The Hamilton Spectator and thespec.com. Reach him at 905-526-3482 or pberton@thespec.com