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Newsletters as Product and Journalism

Presented at ONA22
September 23, 2022
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Newsletters are undergoing a renaissance in popularity, but managing a newsletter team successfully remains a challenge for news organizations amid competition from independent newsletter writers and platform changes that limit access to audience analytics. In this archived session from ONA22, the award-winning newsletter team from the Wall Street Journal share how they approach newsletters as a journalistic format and as an audience-focused product. Their conversation addresses how newsletters fit into a membership business model, how to measure success, how to deal with the demise of open rates and experiment with new newsletter formats.

This session was designed for:

  • Newsletter writers and editors interested in innovative newsletter formats.
  • Audience engagement specialists looking to reach new audiences through newsletters.
  • Newsroom leaders working on a data-driven newsletter strategy.

This session was recorded in front of a live audience at ONA22 in Los Angeles on Sept. 23, 2022.

Speakers

Tess Jeffers
Director of Data Science, The Wall Street Journal
Robin Kwong
New Formats Editor, The Wall Street Journal
Leigh Kamping-Carder
Head of Newsletters, The Wall Street Journal
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