As the Daily Maverick’s John Stupart told us, having the occasional correction reminds readers that there are people behind the newsletter, and making occasional mistakes is all too human.Ħ- They need financing. And maybe those minor mistakes are not always so bad. Unlike your website, which can be easily edited and updated, your newsletters, like your print product, are a permanent snapshot in time. Just like your print product or your website, newsletters have many different elements, and you pretty much have to care about all of them: an inviting subject line, well written intros, engaging content, opportunities for feedback and reader participation, a need for regular frequency and dependable delivery.ĥ- They form part of your permanent record. Rather, just like your print product, you are always starting over, maybe not entirely from scratch, after all, there’s usually a template, but there are a lot of new decisions to be made and space to be filled with every edition.Ĥ- They have a lot of moving parts. Your print newspaper has never been a “one-and-done” product, and your newsletters aren’t going to be either. Like good reputations, fine food or the best wines, some things just take time.ģ- They require ongoing care, attention and commitment. In fact, most of these folks would clearly love to have more time to work on them, improve them and grow them.Ģ- They do take time – time to create, time to train those involved, time to produce and time to grow. Consider these connecting points, which we gleaned from the interviews and case studies that follow in this report.ġ- The best ones are created and produced by real people (not algorithms), and these people care passionately about them. In fact, it’s kind of amazing just how much like a news publisher’s print product they truly are, a bit more personal and freer in their tone, but well developed newsletters also have much in common with good print newspapers. They also help provide you with real-time metrics that give great insights into how the newsletter is performing, what specific content is thriving or diving, what topics are truly trending and more.Īnd yet, there is a lot that’s really rather “old school” about newsletters too, making them much more like newspapers than even many of those publishing them might at first realise. While they aren’t a new platform, more and more news publishers are embracing newsletters for the seemingly endless opportunities they offer: to reach new and larger audiences, as well as smaller niche ones build a different kind, or indeed kinds, of relationship with their readers on a more personal level that puts a human name and face with the delivery of their news. So that’s where we launched, and we found additionally to that, especially with local, is that it really creates a sense of connection with the reader.” It’s one of the few safe spaces on the internet. And I can have a very strong control over the information that gets in. And unlike the internet, I know there aren’t Russian agents or Nazis in my inbox. Twelve percent said they planned to launch more than 10!įor example, during our recent World News Media Congress in Zaragoza, Nicholas Johnston, the publisher of Axios, told our audience why Axios was launched in 2016 specifically as a newsletter company: “Email is still, for being a 40-year-old piece of technology, very useful. Some 82 percent of our 50 respondents told us they plan to launch at least one newsletter in 2022, with 66 percent of them saying they planned to launch between one and five. And we know from a short survey we conducted ahead of this report that most publishers are planning to launch new newsletters this year. Just in the past six or so months, we’ve seen new launches from The Guardian, the Financial Times, Le Monde and dozens of others. Hardly a week goes by without some major news publishing house or another announcing they are launching a new newsletter of some kind.
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