In the annals of the death of clickbait, one of the most important entries will be reserved for 2017. The Athletic, a forerunner in a new era of subscription publishing, is a big reason for that. On July 25, The Athletic announced that it has raised $5.4 million in funding—on top of a previously announced $2.6 million—and hired some top writers from ESPN and Sports Illustrated to staff their city- and niche-focused sports publications. The company so far has publications in five cities, with the San Francisco Bay Area being its latest addition. Its Toronto publication, launched in December last year, has more than ten thousand subscribers and is already profitable.