Digiday+ Member Article

When No. 10 Downing Street got in touch with The Spectator last November and requested to write a rebuttal to an article published the previous week, the publisher knew it was on to something.

The article in question was a deep legal analysis of British Prime Minister Theresa May’s Brexit deal, delivered in a tongue-in-cheek format broken into 40 points. Titled “The Top 40 horrors lurking in the small print of Theresa May’s Brexit deal,” the article was popular among subscribers and resulted in the U.K. Government’s legal team writing a rebuttal: “The Brexit deal: 40 rebuttals to Mr Steerpike’s 40 horrors.” The two articles alone generated 333 new paying subscribers for The Spectator last November, the publisher said, and helped it reach a record of 1,000 new paying subscribers in one week.

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