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Tuesday 9th April: Using newsletters for community development and retention
Good morning! Today’s newsletter is brought to you by Esther.
Our agenda reveal for the Publisher Podcast and Newsletter Summit on June 12th is nearly ready, but if you want to get in early, we have a bargain pre-agenda rate on tickets.
There was so much newsletter wisdom packed into last week’s Media Voices episode with The Telegraph’s Maire Bonheim and David Alexander that I just couldn’t wait to get a piece written up with some of the takeaways - although, of course, you’ve all listened to it already 😉
One point which stood out to me is The Telegraph’s use of exclusive content in newsletters. The publisher has a small selection of automated newsletters which send out lists of articles curated based on reader interests, but Bonheim was reluctant to call them newsletters “in the traditional sense, because they don’t include exclusive written content in them.”
These perform well in terms of reader interaction. Yet it is the editorials, segments, analysis and call-outs written specifically for newsletter readers which help build a longer-term relationship.
Talking of interesting newsletters, this is a brilliant example of how The Guardian have essentially set up a newsletter ‘course’ which has now become the fastest-growing of their 56-strong newsletter portfolio. Now, if you’re interested in the potential of using newsletters for courses, there may well be a session dedicated to that at the upcoming Publisher Newsletter Summit…
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I would put a lot of money on Forbes not being the only ones guilty of shoving ads on an owned MFA site in order to bolster ad revenue. So much of the way the online ad ecosystem works is completely rotten, and this from Omar Oakes has done little to convince me otherwise.
Berlingske Media’s Lars K Jensen has written the first in a series of articles on what user needs are, why they’re important for publishers, and what cultural changes are needed to implement what you learn. He also puts a compelling case together for bridge roles in newsrooms.
