Nº 01/12
The Audience
770K
Engaged newsletter subscribers — opt-in, U.S.-weighted · +65.6K net last 4 weeks
Readers who treat information the way accountants treat numbers — suspicious by habit,
precise by profession.
Our audience skews older, more educated, and more affluent than general news readers.
They subscribe to newspapers. They verify sources. They take time with complex decisions.
When they convert, they convert with conviction — and they stay.
Nº 02/12
The Numbers
Premium reach, measured.
Figures below reflect the rolling 4-week window ending July 8, 2026 — not lifetime peaks, not subscriber claims.
770K
Subscribers
Opt-in, engaged, U.S.-weighted list
54%
Avg Open Rate
Rolling 4-week · ~1.3× premium benchmark
17%
Click-to-Open Rate
Per send · 5–7× newsletter median
22–26
Sends / Month
Monday through Saturday cadence
+65.6K
4-Week Net Growth
On pace for 1M subscribers EOY 2026
99.9%
Delivery Rate
Bounce rate under 0.1%
0.03%
Unsubscribe Rate
Per send · premium engagement signal
20.1M
Monthly Impressions
800K subs × 26 sends — full-list reach
Nº 03/12
The Profile
Older. American.
Overwhelmingly female. Rigorous.
Age% of subscribers
Gender% of subscribers
Top 5 States% of subscribers
Country% of subscribers
78%
are 65+ — retirement-age decision-makers for healthcare, finance, and travel.
75%
are women — a rare female-skewing news audience and the household's purchase decider.
95%
in the United States — a clean U.S. media buy with near-zero international spill.
Source — Meta Ads acquisition attribution across three active Snopes subscriber-acquisition campaigns (n = 403,503), representative of the live subscriber list. Acquisition channels feeding the newsletter: Facebook Ads and Snopes.com Visitors.
Why Snopes is Different
The premium newsletter for the reader who reads the footnotes.
Typical Premium Newsletter
Young, aspirational, optimistic.
- 25–40 years old, climbing career ladder
- High-intent but high-churn subscribers
- Converts on product aesthetics + FOMO
- Benchmarks: Morning Brew, 1440, Axios HQ
The Snopes Newsletter
Established, skeptical, exacting.
- 65+ years old, at peak financial decision-making
- 54% avg open rate — ~1.3× premium newsletter benchmark
- Converts on proof, process, and transparency
- 1.8–3× higher LTV signals for finance, subscription, and learning categories
Nº 05/12
Real Engagement
The open isn't the metric.
The act is.
Every publisher claims opens. The harder question sponsors ask — and rarely get answered — is whether
those opens convert to action. On a single launch day, the Snopes list moved an app to
#1 on the App Store, ahead of NYTimes. This is real engagement at scale.
427,375
Delivered
57.56%
Open Rate
246K unique opens
23,434
Unique Clicks
9.53% CTR
#1
App Store — Mags & News
Ahead of NYTimes, same day
Case Study · October 13, 2025
One send. One app launch. #1 on the App Store by afternoon.
Snopes launched its iOS app with a single newsletter send. Within hours, 20,000+
verified subscribers downloaded it, pushing the app past NYTimes, Ground News, and Polymarket
to the top of the Magazines & Newspapers category. Opens concentrated in the first hour of send —
a human engagement pattern, not spread-out noise.
Beyond the Inbox
Your sponsorship doesn't stop at the open. It follows the click.
Every newsletter send drives 50,000–100,000 click-throughs to Snopes.com — the same audience,
arriving on a site where we can promote your brand a second time. Most premium publisher newsletters
end at the inbox. Snopes sponsors get the site too.
I
Custom On-Site Banner
Editorially placed, sponsor-branded. Sits above or within article pages reaching the 50K–100K click-throughs each newsletter drives in its first 24 hours.
II
Sponsored Modal
Custom banner and messaging served to newsletter traffic arriving on Snopes.com. High-intent reach, brand-safe timing, format iterated based on results.
Client Case · 1440
Where 1440's Snopes sign-ups actually came from.
The newsletter still brings the majority — but one in three sign-ups came from placements other publishers can't offer.
Nº 07/12
What's Included
Everything in a single
monthly sponsorship.
I
Reach
Newsletter Placement
Top-of-newsletter or mid-newsletter placement in one Snopes Debunker edition per calendar month. One sponsor per edition. Editorially integrated, disclosure-compliant.
Position Top or mid, editor's choice with sponsor input
Format Image + 80–120 word copy + single CTA
Cadence 1 edition / month · 22–26 sends total cadence
II
Bonus
Snopes.com Impressions
Up to 500,000 advertising impressions on Snopes.com per send, served only to readers who clicked from the newsletter. A second touch on already-engaged audience — included, no upcharge.
Position Site-wide, post-click traffic only
Format Standard IAB display
Volume Up to 500K impressions per send · included
III
Trust
Editorial Independence
Every sponsorship reviewed personally by Chris Richmond (Owner & CEO). Creative and landing page approved before send. Fact-checking authority preserved by contract.
Review Owner-led, pre-send approval
Authority Fact-check independence preserved
IV
Proof
Performance Reporting
Per-send open rate, click-through to URL, and conversion attribution where trackable. Rolling reports on cohort behavior. Delivered within seven days of each send.
Cadence Per send + rolling cohort
Metrics Opens, clicks, conversions
Nº 08/12
Pricing
Rate card — 2026 Q3.
Sponsorship fees scale with the size of the Snopes Debunker subscriber list at the time of send. One simple rate per edition — no slot upcharges, no creative tier surprises.
| Subscriber Tier |
Notes |
Per Send |
| ●800K – 899K subscribers — current tier |
Snopes Debunker stands at 800,000 subscribers as of July 30, 2026 |
$8,000 |
| ●900K – 999K subscribers |
Reachable inside a 12-month term at the current pace |
$9,000 |
| ●1.0M – 1.09M subscribers |
The million mark. Sign at today’s tier and you never pay this rate |
$10,000 |
| ●1.1M+ subscribers |
+$1,000 per additional 100,000 subscribers, continuing without a ceiling |
$11,000+ |
The list crossed two tiers in three months — $5,000 in May 2026, $6,000 in June, $7,000 today.
Because your rate locks at signing, every tier the list crosses during your term is upside you already paid for:
the same spend against a larger audience, at a falling effective CPM.
Every sponsorship includes up to 500,000 bonus Snopes.com impressions per send · month-to-month basis, 30-day exit notice · sponsor-provided creative + 80–120 word copy + single CTA · per-send performance reporting · owner-led editorial review. Custom inventory available on request.
Nº 09/12
Editorial Standards
Sponsors of a fact-checker
must meet a higher bar.
We're not an impressions engine. We're a trust brand. Every sponsor is reviewed personally,
every placement is editorially integrated, and every campaign carries the weight of Snopes's
three decades of verification rigor. Editorial independence is preserved by contract — fact-checking authority cannot be influenced by sponsorship.
What we accept
- Financial services with transparent fee structures
- Education, publishing, and subscription content
- Legal, estate, and insurance services
- Privacy, security, and productivity software
- Curated consumer brands with legitimate products
- Travel, loyalty, and lifestyle with clear value props
What we decline
- Political campaigns, PACs, and advocacy groups
- Unregulated supplements, nootropics, or health claims
- Gambling, sportsbooks, and predatory lending
- Cryptocurrency and speculative investment products
- Brands with active regulatory actions
- Anything our editorial team has previously fact-checked negatively
Case Study — 1440 Daily Newsletter · April 2026
Tested once. Performed like seven.
Signed monthly.
1440 ran a single sponsored send to test Snopes. The placement delivered 2,000+ new subscribers. On April 26, 2026, 1440 returned and signed a monthly sponsorship. The first locked recurring partner.
What Snopes delivered · per send
576K
Emails delivered · from a 590K list at the time
58%
Avg open rate on sponsor sends
4.6K
Clicks driven to 1440 CTAs
21%
Newsletter click-through rate
Advertiser-confirmed · 1440 · April 2026
2,000+
New 1440 subscribers acquired
$5K
Signed monthly rate · recurring · 4/26/2026
"These metrics are well above what we get from Facebook for a comparison."
1440 Daily Newsletter
Nº 11/12
About Snopes
Thirty years of verification,
six days a week.
Snopes has been the internet's reference point for verified information since 1994 — longer than
Google, Facebook, Wikipedia, and Twitter. The newsletter is where our most engaged audience
meets us on their own schedule, in their own inbox, on their own terms.
Trust, measurably.
Snopes.com is cited as a primary verification source by newsrooms, academic researchers,
fact-check curricula, and federal public-information resources. Our audience inherits that trust.
Editorial independence.
Every sponsorship is reviewed by the ownership team personally. Advertising does not touch editorial,
and editorial does not touch advertising — ever. Sponsors get placement, never influence.
Owner-led operation.
Chris Richmond, owner & CEO, personally approves every sponsor and every campaign.
When you partner with Snopes, you're partnering with the principal — not an ad network intermediary.
Ready to partner?
Reach the audience thatreads the footnotes.
Available inventory for Q3 is limited by editorial cadence. Let's talk about whether your
brand fits the audience — and if it does, how to build the partnership.
Owner Reviewed · 2026