The co-founder of fast-growing, subscription-sport news site The Athletic expects companies, such as Apple and Medium, to start offering discounted bundles of subscription news sites. But he thinks it’s a mistake for a publication to join.

In an interview with The Information, Alex Mather, whose company recently raised $40 million at around a $200 million valuation, said he had been offered subscription bundling deals that could have doubled his three-year-old company’s revenue. While not naming which of the companies made the offer, he said he turned them down because it was more important for The Athletic to keep a direct relationship with its readers.