Are LinkedIn newsletters worth the investment?
Are LinkedIn newsletters worth the investment?PLUS: Reddit’s increasing importance as a traffic driverWelcome! I'm Simon Owens and this is my media industry newsletter. If you've received it, then you either subscribed or someone forwarded it to you. If you fit into the latter camp and want to subscribe, then you can click on this handy little button: Let’s jump into it… Are LinkedIn newsletters worth the investment?Nieman Lab took a look at how 13 news publishers are leveraging LinkedIn’s newsletter tool and what ROI they’re seeing from it. Here, for example, is what the Wall Street Journal’s newsletter editor had to say:
I get asked by a lot of industry folks whether they should invest in LinkedIn newsletters, and here’s what I typically say: it seems clear that LinkedIn is prioritizing newsletter content in its algorithm, so it’s probably worth incorporating them into your newsletter strategy, but by no means should they serve as your main newsletter product, especially since you can’t export your email list from LinkedIn. The vindication of Jessica LessinThe Information just celebrated its 10-year anniversary. It continues to show that a media company can succeed if it stays singularly focused on quality and doesn't try to scale too quickly:
ICYMI: How a college student launched one of the most influential B2B sports media companiesAdam White explains how Front Office Sports grew from a college project into a media powerhouse. How Ash Read built Living Cozy, a product review site monetized with ecommerceAsh Read didn’t launch a review website about household products because of some lifelong interest in home decor; instead, his interest came about simply because he was moving into a new house and needed to furnish it. While it was easy to search for products listed on retailers like Amazon and Walmart, he realized that there wasn’t a good directory for the direct-to-consumer goods that are sold directly through a company’s website. So he created a database of direct-to-consumer companies and published it to the web. The audience feedback was so strong that he decided to build out an entire website dedicated to covering and reviewing D2C home products. Ash launched Living Cozy in 2020, and over the next few years he scaled the site to over 350,000 monthly pageviews. What started out as simple product curation soon led to an in-depth review process and him hiring a network of freelance writers to review items like sofas and beds. How did Ash manage to break into such a saturated market category that was already dominated by much larger websites? In an interview, we talked about his introduction to direct-to-consumer products, his clever use of search keywords, and how he coordinated the shipment of large pieces of furniture to reviewers all over the world. Watch our interview in the video embedded below: If video embeds don’t work in your inbox, go here. Why is the book industry obsessed with prior sales?This is an interesting story of an author with a huge audience who nonetheless became a pariah within the publishing world simply because of her first book's poor sales — so much so that dozens of editors passed on her second book despite loving it:
After finally landing a publisher at a small imprint, the book is shaping up to be a huge success. Reddit’s increasing importance as a traffic driverEver since Twitter’s implosion, publishers have been scrambling to replace it as a traffic source. WashPo reports that some have turned to Reddit, which can sometimes drive huge audiences to articles but also has had an uneasy relationship with traditional media:
How Kick has taken on much larger rivals in the video livestreaming spaceThe live streaming platform Kick has an interesting business model: it only takes a 5% cut of creator revenue, but it serves as a loss leader for the online gambling platform Stake, which is owned by the same company. Apparently, a large number of creators on Kick will live stream their gambling on Stake, therefore promoting the gambling site. The New York Times published a good piece on the platform’s rise:
Want a daily dose of media industry news?I only send this newsletter out twice a week, but I curate industry news on a daily basis. Follow me on one of these social platforms if you want your daily fix: You're currently a free subscriber to Simon Owens's Media Newsletter. For the full experience, upgrade your subscription. |
Older messages
What’s going on with Google traffic to publishers?
Friday, December 1, 2023
PLUS: Substack moves in on Patreon's turf
How Living Cozy leveraged product reviews to build a successful ecommerce business
Friday, December 1, 2023
Founder Ash Read explained how he built up search authority in a crowded content niche.
The oversaturation of “Morning Brew for X” newsletters
Tuesday, November 28, 2023
PLUS: It's time for publishers to outsource their subscriptions to Facebook
Are video podcasts worth the time investment?
Tuesday, November 21, 2023
PLUS: How new literary stars are minted
Freelance journalism doesn’t pay
Friday, November 17, 2023
PLUS: Why so many publisher ecommerce verticals produce such mediocre results
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