Both reports are further proof that newsletters are crucial in creating engagement, which eventually drives subscriptions. It’s good to see in-depth coverage of these topics for which we had seen some anecdotal evidence before.
In 2017 Digiday reported
on the progress of the NY Times towards its digital subscriber objectives and the key role of newsletters:
According to the Times memo, that growth matters because newsletter subscribers are twice as likely as regular New York Times readers to become subscribers, the primary area of focus for the publisher.
And in 2018 NiemanLab shared insights from The New Yorker that had made newsletters key to its digital strategy.
Whether someone was a newsletter subscriber was the No. 1 indicator. Thus, The New Yorker can draw a straight line between the quality of its newsletter readership and its bottom line: more newsletters subscribers, in turn, means more paid readers.