DALLAS (16 February 2023) – How news publishers can capitalise on the resurgence of newsletter popularity to increase engagement and drive subscriptions is the focus of a new report released today by the International News Media Association (INMA).

“How News Publishers Can Capitalise On the Newsletter Economy” explores:

• How the format has found new popularity
• Structuring a strategy
• Using data for insights on what works

Click here to download report

The new INMA report looks at the newsletter resurgence and what it means for news publishers while sharing case studies and best practices for newsletter strategies.

Written by INMA Ideas Blog Editor Paula Felps, the report also underscores the importance of structuring a team that includes someone from each department that has a stake in the newsletter’s success such as editorial, product, and sales.

Among the report’s case studies are the Winnipeg Free Press, Canada; Funke Media Group and Badische Zeitung in Germany; Time Magazine and The Post and Courier in the United States; Turun Sanomat, Finland; Latinoamérica Piensa/Grupo Octubre, Argentina; Reach, United Kingdom; and Nine Metro Publishing in Australia.

From the nine case studies, Felps found three commonalities:

• Newsletters can be quick wins that often have an end date.
• Newsletters attract a young demographic.
• Newsletters require smart data.

According to Felps, when done properly, newsletters can be the tool that provides the information readers seek in a timely manner. In exchange for providing this information, news media companies can gain access to first-party data, build a relationship with the reader, and look at how to generate revenue.

Felps concludes that, as news consumption habits change, newsletters could be the vehicle that helps drive publishers into the future.

“How News Publishers Can Capitalise On the Newsletter Economy” is available for free to INMA members and registered users at INMA.org.

About International News Media Association (INMA)

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue. The INMA community consists of more than 20,000 members at 900+ news media companies in 89 countries. INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, an unparalleled archive of best practices, and strategic initiatives focused on digital subscriptions, smart data, product, advertising, newsrooms, and the publisher relationships with Big Tech.

 

 

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