A Boston Globe newsletter aimed at Gen Z and young Millennials has reached 60,000 subscribers. Its high engagement challenges assumptions about whether young audiences will ever pay for news.
Sixty thousand subscribers and a 60% open rate are unusual numbers for a news product aimed at Gen Z. But The Boston Globe’s B-Side newsletter, led by Emily Schario, has managed both. The results are making digital media strategists rethink what young audiences want from news-and what they might pay for.
In early September 2026, B-Side continued its regular publishing schedule, releasing new issues on September 1, 3, and 4, while actively promoting its @BostonBSide accounts on Instagram, TikTok, and X.
B-Side stands out for turning engagement into loyalty. Schario says about 65% of its readers are under 35-a group most legacy publishers struggle to reach, let alone convince to pay. The newsletter offers both free and paid subscriptions, giving The Boston Globe a way to test what young readers will actually pay for. So far, the numbers suggest that the right editorial approach can make a difference.
In one of B-Side's recent issues published on September 3, 2026, the article was co-authored by Kelly Chan and Emily Schario, confirming Schario's ongoing editorial and production role in the newsletter.
Social media has been key to B-Side’s growth. With more than 100,000 followers across Instagram and TikTok, the brand reaches far beyond email. This cross-platform loyalty is the result of a deliberate effort to meet young audiences where they already spend time. As reported earlier, audience engagement rises when publishers add context and interactive features-B-Side’s approach fits this pattern.
For media operators, the takeaway is straightforward: recycled formats and generic headlines won’t win over Gen Z. Success comes from building products that reflect the real habits and experiences of the audience. B-Side’s numbers aren’t a fluke-they come from editorial discipline, understanding of platforms, and a willingness to experiment with both free and paid models.
Any publisher still insisting that young readers will never pay for news is ignoring the evidence. B-Side’s growth shows that when the product is right, Gen Z and young Millennials will engage, subscribe, and share. The challenge for the rest of the industry is to stop blaming the audience and start building for them with the same focus and creativity B-Side has shown.
The Boston Globe, founded in 1872, is one of the largest daily newspapers in New England. Its digital transformation has picked up speed in recent years, with digital-only subscriptions passing 250,000 as of 2025. The B-Side newsletter, launched five years ago, now makes up a significant share of the Globe’s under-35 audience, showing how a legacy brand can adapt for new generations of readers.
