Newspapers companies have found that newsletters are a fabulous way to attract more subscribers to their digital sites, almost on the same scale of that of the podcasts, also known as sound-based narratives.
These newsletters, which were once more typical of companies interested in connecting with the users to whom they provided news about their products or services, have reached a newer dimension as exclusive channels about news aimed at deck of different audiences.
In our case, a newsletter that exclusively focuses on giving the details of the trial on Odebrecht’s bribes or on any other event that has some outstanding sequence or continuity, such as a crucial multi-day congressional debate or the most anticipated shows of one month, this can be a fabulous communicative channel for the interested.
The New York Times, for example, has created these products to focus, for example, on tourism, gastronomic and cultural attractions of summer in that respective city, which has become a high-consumption raw material, because not only do they give the readers an extensive guide of what they can enjoy in the big city, but also special discounts, tickets and last minute information related to the relevant topics.
Other media have founded their newsletters with a selection of analyzes of world renowned specialists on a particular topic; others with descriptions and advances of films; some with stories of neighborhoods or counties, or simply with the news that will be provided the next day, as a privileged concession.
The numbers of subscribers of this product have been increasing fast, representing yet another juicy source of income for the printed media, regardless of the usual content offered through the subscriptions or walls of payment, which are relatively cheap but useful.
These days, violent events that have attracted the world’s attention, such as brawls in Hong Kong, Chile, Bolivia or Ecuador, have served as a source for large newspapers to produce special content that focuses exclusively on the causes and consequences of such episodes. An added value, never negligible.
In the LISTIN DIARIO we have our own newsletters selected according to the interests that arouse in the readers, perceived through the monitoring of audiences, to which many users subscribe daily, which is a free subscription.
This is evidence that newsletters, in an era saturated with so much information, can represent the best way to find out in a few minutes what happens here or there without having to spend lots of time and effort just reviewing the general contents one by one. Hence the extraordinary boom and benefit that the great newspapers of the world have discovered in this tactic.
– Translated from Spanish by Randy Rodriguez.
Director's Thoughts 