Kayleigh Barber asked Dan Oshinsky to weigh in on the likelihood of Bustle Digital Group achieving its ambitious income goals with the 14 (soon to be 15) newsletters it publishes.
“Based on what Oshinsky has seen with the publishers he works with, a ‘best-in-class’ unique open rate is 30% or above. A 20% average open rate is not bad, he added, but he said that while BDG focuses on growing its total list size, it will be important to monitor that engagement does not drop off as a side effect of new subscriptions.”
Psst! Dan is also slated to lead a workshop for Newsletter Fest. We’re discussing a presentation on different newsletter business models. Stay tuned.
Related: Check out how The NY Times aims to convert newsletter readers into paid subscribers.
“In a recent speech at Brussels’ International Data Privacy Day, Apple CEO Tim Cook went on the offensive against Mark Zuckerberg and Facebook. Cook’s speech seems to be a direct response to Facebook’s recent attack on Apple, in which the world’s largest social network took out full-page ads in several newspapers attacking Apple’s new privacy changes.”
While he never directly references Facebook, it’s clear he or his writers have watched The Social Dilemma a few times.
Ever wonder what your newsletter is worth? Business Seed created this valuation calculator for those of you who sell sponsorships. It’s based on the user knowing a price per 1,000 views, so if you sell sponsorships for a flat rate it might not be that helpful, although you might be able to convert your flat rate to their impressions calculations.
Fellow Media Post writer Joe Mandese then reported in this article that the latest edition of PQ Media's annual Global Consumer Media Usage Forecast indicates that they’re not big fans of reading ad-supported news, either.
The time spent by the average global citizen rose 2.8% to 53 hours weekly, according to the new forecast.
But given a corresponding erosion in ad spending, coupled with greater adoption of subscription streaming services and other media during 2020, the share of time spent with ad-supported media fell to 44.8% in the U.S. and to 65.8% worldwide—both of which are historic lows since PQ Media has been tracking it.
According to Ray Schultz’s recap of The State of Email Newsletters: 2021 And Beyond, a study by the What If Media Group, people don’t want to pay for newsletter subscriptions.
A staggering 84.1% of consumers are unwilling to pay for newsletters, even if the content is the kind they like the most.
Indeed, 79.6% would rather access ad-supported content for free than pay for ad-free content.
In this article, Kayleigh Barber unpacks how Wired used cyber week coverage and affiliate content to boost subscriptions.
“Traffic to Wired.com increased by more than 180% during Black Friday and Cyber Monday versus the same days last year and the most popular article visited was its Absolute Best Deals post, which accounted for 1.8 million clicks, according to Rosenfield.”
Zeus Performance, a publishing CRM built by The Washington Post, owned by Amazon founder Jeff Bezos, is focused on site speed, especially bid and ad rendering. It was designed to face a perplexing challenge.
‘“So we really had an existential issue, which was: If we cannot build an environment that’s on par, if not better, than what readers and advertisers are getting from Facebook and Google, then what is our business?’”
Built in 2016, it was later offered to other publishers in 2019. It uses 1st-party data to sell highly targeted advertising across publications on the platform, which the Zeus team hopes will lure advertisers away from Google and Facebook. Time will tell.
Codie Sanchez of Contrarian Thinking presents some revenue projections and cashflow models based on buying newsletters with large subscription lists. It’s food for thought if you’re considering going this route.
Ryan Sager provides a framework for what to think through if you’re hoping to sell newsletter sponsorships. He addresses some choices you’ll need to make, such as what kinds of ads to sell and how to find advertisers.
Check out the deal details in this article.
Also, from the issue of Morning Brew announcing the reason they were able to secure success:
“While the broader digital news media is struggling in a landscape dominated by tech behemoths, Morning Brew found success by building strong relationships in one of the most underappreciated places: the email inbox.”