Subtext

Subtext operates a text messaging platform designed for creators, brands, and media organizations to establish direct communication channels with their audiences. The company was founded in 2019, originating from The Alpha Group, the in-house technology and media incubator of Advance Local. Mike Donoghue, the co-founder and CEO, previously established The Alpha Group in 2015 to develop new tech and media products for Advance. His background in leadership roles across the tech, media, and advertising industries, with a focus on emerging technology, informed the creation of a platform to give creators more direct control over their audience relationships, away from the unpredictability of social media algorithms.

The core of Subtext's business is providing a platform that enables hosts to send mass texts or engage in one-on-one conversations with subscribers, bypassing the clutter of email and social media feeds. The service is utilized by a diverse client base that includes media companies like Forbes, The Washington Post, and BuzzFeed; entertainment entities such as Sony Music; and individual creators, political figures, and sports brands. The platform functions as a tool for driving subscriber engagement, reducing churn, and generating affiliate revenue.

The platform's dashboard functions like a hybrid between a lightweight content management system and an email client, allowing hosts to compose messages with links, audio, and GIFs. It manages responses in a way that avoids creating chaotic group chats, showing replies only to the host. A key feature is data ownership; clients retain control over their subscriber data and can export it for other marketing purposes. This positions the service as a method for creators to own their audience relationship rather than renting it from social platforms.

Subtext employs two primary revenue models. For creators and individuals, it often uses a revenue-sharing model where they charge their audience a monthly subscription fee and Subtext takes a percentage. For larger organizations and publishers using the platform for engagement rather than direct monetization, a licensing fee is more common, with costs scaling based on the number of subscribers or messages sent.

Keywords: SMS marketing, text messaging platform, creator economy, audience engagement, direct communication, subscriber retention, audience monetization, media technology, publisher tools, content creator tools, fan engagement, SMS subscriptions, community management, direct-to-fan, Mike Donoghue, Advance Local, The Alpha Group, audience ownership, messaging platform, creator monetization, digital media, brand communication