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Monday 13th November: Getting strategic about newsletter portfolios
Good morning! Today's newsletter is brought to you by Peter.
There’s just one month to go until Mx3 AI; a live event in London from Media Voices and Media Makers Meet. We’ll be featuring sessions on AI in local, national, consumer and B2B media, as well as discussions on innovation, developments and regulation.
This week we hear from Jillian MacMath, Audience Editor at WalesOnline. She was chosen by the judges as the winner of the first ever Hero of the Year at the Publisher Newsletter Awards, so what better person to come and discuss everything newsletters with us.
Jillian talks about the opportunities she saw to get more strategic about the newsletter portfolio when she joined WalesOnline, what metrics should matter to anyone with a newsletter, and what dedicated newsletters like football and food look like with a local focus.
She also tells the story of their pop-up Covid newsletter, explains how to get other members of the newsroom invested in newsletters, and how they’re using key names to build more personal relationships via the inbox.
Last week Esther shared an opinion that blamed the demise of Jezebel on ‘inept men’. This adds culpability to advertising executives who didn’t feel the brand was a ‘safe place’ to advertise. “It was very much the problem here that no one will advertise on Jezebel because we cover sex and abortion,” Lauren Tousignant, Jezebel’s interim editor in chief, told 404 Media.
We’ve talked recently about about the collapse of social media traffic for publishers; some have blamed their current revenue struggles on the referal drop off. But in this piece, Greg Piechota argues that it’s time publishers begin linvesting in their online distribution the way they have always invested in print distribution. Yes folks, zero marginal costs on the internet is a myth.
What software, apps and platforms are you using to create, manage and collaborate when it comes to flatplans? RobY in our Community forum would love to know, as he doesn’t feel like they’ve hit the sweet spot with a solution yet.
Audio is now a central pillar at slow publisher Tortoise. In fact, earlier this year it announced that its audio team had started turning a profit in just 12 months. Here’s a look into the revamp the publisher took of its mobile app - which was originally launched for its written journalism - to better support its podcast content.
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