Welcome to The Publisher Newsletter, by Media Voices. The podcast is on a break for a few weeks now while we plan our next season, and focus on The Publisher Summits. Missed an episode? Catch up here or search ‘The Publisher Podcast’ on your podcast app of choice.

Don’t miss 2025’s Publisher Newsletter Summit on 10th June in London, featuring speakers from the FT, Mill Media, Hearst and more.

Topics include: turning newsletter readers into subscribers, launching paid newsletter series, life after pop-up newsletters, and how to effectively use the power of editorial personalities in a publisher newsletter.

The power of community: How Black Ballad has redefined membership and engagement

At the 2024 Publisher Newsletter Summit, Tobi Oredein, co-founder of Black Ballad, shared key insights on how building direct audience relationships, harnessing data, and using smart monetisation strategies can transform newsletters from simple content distributors to revenue-generating assets.

Newsletters have emerged as a powerful tool for engaging audiences, building communities, and driving commercial success – and few brands have demonstrated this as well as Black Ballad, a lifestyle platform created by, for and about Black women. 

Launched as a newsletter in 2016, Black Ballad now has thousands of paying members, with tens of thousands of email subscribers and almost 40,000 followers on Instagram. It has also partnered with brands such as Google, Garnier and Warner Brothers, as well as media outlets including Huffpost UK and Refinery29.

A brand with connection and purpose

Black Ballad produces two weekly newsletters; their Friday night membership roundup – which include key articles, important notices and any upcoming events – and Tobi’s ‘Founder’s Letter’. She describes her Founder’s Letter as more of a “personal musing”, but crucially one that has helped her “create a bond” with her readers.

“I write about what’s happened that I think women want to hear about – anything from politics to motherhood to me feeling tired that week,” she said.

When she began the newsletter, there were few other places where Black women could find media tailored specifically to their needs. “At first I was writing on subjects that the mainstream was just ignoring. And let’s be real, the journalism industry isn’t nice to people who look like me, so there wasn’t that connection. But in my newsletter, no subject is off-limits.”

At the heart of Black Ballad’s success lies its deep-rooted connection with its audience: Black women in the UK and beyond. This relationship has allowed the brand to defy outdated industry narratives that question whether Black women are willing to spend on media. And although their membership model is not the biggest driver of revenue, it has become clear that not only are Black women spending, but they are also investing in Black Ballad in ways that few other audiences do with traditional media outlets.

In 2021, this commitment was powerfully demonstrated when 1,400 individuals – predominantly Black women – contributed to a community crowdfund, investing anything from £11 to £25,000 to support Black Ballad. This financial backing underscores a vital truth: Black women are not only readers and consumers but also stakeholders in the publication’s mission. 

A holistic membership experience

Black Ballad’s membership model has evolved significantly since its inception. Initially content-focused, the brand has expanded its offering to deliver a more holistic lifestyle experience. Tobi and her team recognised that their members sought more than just insightful articles; they wanted community, and unique experiences tailored to their lives.

“When we first started, the membership was just about content, but now we offer ‘experiences’,” Tobi said. She said the key is actively listening to their audience to provide events that resonate with members’ lifestyles and interests. 

“One of the things that our audience said to us is that Black women want joy, they want fun things to do. So now if you’re a member, you get access to an exclusive screening channel, with food, nibbles, and drinks, and you get to have Q&As with women like Candice Carty-Williams and the cast of Queenie. Last year, we sent 25 Black women to Bristol on a coach to learn how to surf.”

She acknowledged that incorporating these experiences into the offering has taken time, as the team has worked on building relationships with brands – but it has paid off in the long run. Last year, Black Ballad’s partnership with Garnier invited members to attend a night of skincare for Black women, complete with free products and expert consultations. She believes it reinforces the idea that membership isn’t just about consuming content, but about being part of a thriving, engaged community. 

Retention through relationship-building

Maintaining a loyal membership base, Tobi said, requires continuous effort. The brand works tirelessly to ensure that members feel valued, understood, included and catered to. By actively engaging with members, collecting feedback, and refining their offerings, the team has strengthened retention and deepened its connection with subscribers.

“You have to work incredibly hard and not take them for granted,” said Tobi. “We’ve actually asked our audience, how do you want to see us improve this membership? It’s a dialogue.” It also requires a talented editorial eye, to make sure that content is catering for the vasty diverse range of voices within their target audience.

“Jendella Benson, Head of Editorial, is very good at looking at any gaps in representation, and we are very intentional about including voices from outside of London,” Tobi said. Any investigative piece has to include a minimum of three voices, with at least one from outside the capital. “Jendella is always asking, ‘Are we doing stuff right, by disabled Black women, by queer Black women?’, and we’re always looking at how different intersections of Blackness can help create compelling stories that feel authentic.”

That these newsletters are a vital part of their readers’ lives is demonstrated by remarkable retention numbers: “Our retention rates are currently about 95%, but at its best, were around 98%.” 

The role of membership in brand partnerships

Beyond engagement and retention, the membership model has provided Black Ballad with an essential proof point when collaborating with advertisers, sponsors or partners – key sources of revenue for the brand. 

Tobi emphasised that advertisers who collaborate with Black Ballad are gaining access to an audience that is deeply invested in the platform. “Our audience are not just readers – they are contributors, writers, and paying members,” she explains. “When I pitch to brands, I can confidently say that no other media outlet has this level of engagement with Black women.”

This level of buy-in from the audience makes Black Ballad an invaluable partner for brands looking to connect authentically with Black women. By demonstrating financial commitment through membership, Black Ballad has been able to carve out a powerful space in an industry that has historically overlooked Black consumers.

The future of membership-driven media

As traditional advertising models wane, Black Ballad’s approach offers a compelling case study for the future of media brands. The brand’s success shows that membership models, when executed with authenticity and a strong value proposition, can create sustainable revenue streams while fostering deep audience loyalty.

For Black Ballad, the membership may not be the biggest financial contributor, but it remains the heart of the brand. 

“About 95% of our revenue comes from sources such as advertising, sponsorships and events, but I always say membership is the most important for multiple reasons – including holding me to account,” said Tobi.

“Sometimes, when I’m working with brands and getting big cheques, it reminds me that I have to serve the audience first. That’s how a partnership is successful. That is how the business is successful.”

This article is adapted from an in-person interview at the Publisher Newsletter Summit 2024. Join us at 2025’s Publisher Newsletter Summit on 10th June in London.

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Did you enjoy these stories? Chances are you’ll find our Publisher Summits - focused on apps, newsletters, print and podcasts - useful too. Early Bird ends this Friday 11th April.