Meredith Kopit Levien
Analyst
So I think I can remember all that. So on ARPU, there are a few things at play here. One is we continue to be successful at transitioning subscribers from promotions to interim and full prices. That's going well. And that's obviously a huge part of the model and the story here. And so, that's a big driver. That's one. Two, I'll just remind you that the bundle itself, at every price point, even on a promotion, is a little more expensive than any individual product on a promotion. And then, of course, over time, the assumption is we're going to transition bundle subscribers to higher prices as well. And that sort of the pricing power of the bundle versus individual products carries through the transition to full price. So one, transition full price continuing to go well. Two, more bundled uptake has positive effect on ARPU. And then three, to your question, I think you're asking more sharply. Yes, we have been in the market since the very end of last year testing price increases to a portion of the population who are tenured subscribers to individual products, so news and the other stand-alone products. And as I said in the prepared remarks, we like what we see. So far, I'll just remind you, we've got experience here. I think I always forget if this is '20 or '21. I think in 2020, we did a major price increase. First one we had done since pay model launch for tenured news subscribers. And we went about that, and I kind of test first very rigorous way. And it went well. And that's what we're doing here as well. And all of that should play a role in subscriber monetization and ARPU improvement, and that is a real focus for us this year. So I think that's the first question. On ads, look, I think we've got the right strategy in ads. It is a really tough market, it's a complicated market, but the Times benefits from a few things. One, and this goes to Doug's question earlier, within -- better with The Athletic but even before The Athletic, we play in a wide range of categories, and I think that helps us. Different categories fare differently in market cycles. For example, luxury was strong in the fourth quarter and other categories weren't. So in general, the wits of our sort of marketer interest for the Times helps us. And then I'm just -- I'm going to keep saying that the basic thing the Times offers, which is a really premium environment with a very strong and growing powerful body first-party data that can help marketers target in privacy-forward ways is really benefiting us. So I think the strategy and the model are just really enduring in advertising.