How To Run A Successful Daily Newsletter
The Peak is a quickly growing daily business newsletter in Canada. Here's how they built it.
Brett Chang from the daily Canadian business newsletter The Peak joined me to discuss the growth of the newsletter industry, how to build an audience, keeping people engaged, when to use referral programs and how to get started with newsletter ads.
Anyone trying to understand how to grow a newsletter audience, creating a media brand or learning how to integrate ads into their outlet should listen to this episode.
Read my latest story on why laid-off Bell sports journalists should form a worker co-op.
5:52 - What is the Peak
7:05 - Why has the Peak been successful while others haven't, what makes the Peak unique and valuable with its audience
8:49 - How to write for a specific audience
9:30 - Finding your first readers, why it’s harder to build an audience than you think
11:06 - The challenges with engaging with your community and audience, the problem with broad versus niche audience
12:38 - How to go niche with broader audiences
13:35 - How you approach engaged versus non-engaged audiences, how engagement informs what topics they cover
15:28 - Strategies for keeping engaged audiences coming back
17:42 - Two questions to ask picking new ideas or strategies to pursue
19:43 - Metrics they monitor
21:40 - Which channels they use to grow audiences
23:55 - When to use referral programs, breaking referral marketing misconception and generating momentum
30:28 - The ins and outs of newsletter advertising, newsletter ad products, integrating ads into your newsletter, why you should move away from CPM-based ads
33:04 - How to pitch your outlet to advertisers
35:00 - Deciding what to charge for ads
36:38 - The value of writing your own ads versus advertisers
37:55 - Advice for media outlets beginning to do ad sales,
39: 42 - Monetization strategies they didn’t pursue, types of ad units for different audience sizes
41:55 - Why they didn’t pursue the subscription model
43:33 - Why the market for newsletters is only going to grow
45:14 - Why they aren’t pursuing American audiences