Why publisher newsletters are the next big advertising platform
Publishing week in focus: Opinion
Publisher newsletters are engaging, curated, trusted and opinionated. So why is the channel so often overlooked?
We’ve had the year (and years) of mobile. Then it was social. Now, apparently, it’s the year of the influencer. So, what’s next?
I believe the next major advertising platform is publisher newsletters.
Why consumers love publisher newsletters
Publisher newsletters are engaging, curated, trusted and opinionated. They’re actively chosen by readers and written by experts who know their subject inside out.
People value publishers because they filter the noise and provide informed opinions on topics they’re genuinely passionate about. Newsletters become part of readers’ routines, communities and lifestyles.
Unlike endless doomscrolling on social media, newsletters offer a finite, thoughtful and well-organised package of information. They’re informative, entertaining and genuinely useful.
When you want concise, insightful political analysis, who are you more likely to trust: Andrew Marr in the New Statesman or Dave070285 on TikTok?
Why publishers love newsletters
Newsletters extend the publisher’s brand and, in many cases, reach audiences larger than their print editions.
They provide a free route to market, introducing new readers to a publisher’s content while also acting as an effective subscription marketing tool.
In an age when AI is disrupting search and organic traffic is becoming harder to earn, newsletters have become a valuable way to drive news audiences back to publisher websites. That creates additional opportunities to monetise both the newsletter itself and the website.
Why agencies should love newsletters
If consumers actively choose newsletters, and they deliver targeted, measurable, brand-safe advertising with minimal wastage, what’s not to like?
Publisher newsletters consistently achieve stronger engagement than many traditional digital formats. Advertisers benefit from trusted editorial environments, passionate audiences, less advertising clutter and highly relevant context, making newsletters effective for both brand-building and performance campaigns.
The data opportunities are also compelling.
Imagine Waitrose wanting to promote a wine offer. By matching publisher data with Waitrose’s audience of wine enthusiasts and buyers, the campaign can be delivered to exactly the right consumers through a trusted publisher brand. It doesn’t get much more targeted than that.
So why isn’t every client buying newsletters?
Some agencies – notably EssenceMediacom – are leading the way. But elsewhere, newsletters often fall between two agency teams: they’re not programmatic enough for digital specialists, and they’re not print, so they don’t naturally sit with the print publishing teams either.
As a result, a hugely effective channel is often overlooked.
What needs to happen next?
Agency print publishing teams have a real opportunity to champion the next stage of engagement for brands that have existed for centuries and, unlike many digital trends, are likely to remain relevant for years to come (can we say the same about Dave070285 on TikTok?)
Newsletters are accountable, easy to measure and increasingly easy to buy. Audiences can be segmented by interest, genre and behaviour, while networks sold out of Canopy now make it possible to buy campaigns across newspaper and magazine brands at scale, grouped by context and audience.
Publishers also have a role to play.
The buying process needs to become simpler. Too often, unnecessary complexity gets in the way. I recently worked on a brief requiring a newsletter campaign across nine publisher titles. Every publisher had a different ad format, and eventually the client decided it was simply too difficult.
If we can standardise IAB formats across websites, why can’t we do the same for newsletters? The industry would benefit enormously from a common approach – and I’d be more than happy to help drive that conversation.
I’m genuinely passionate about publisher newsletters because I believe they’re one of the most underutilised advertising channels available today.
If you agree – or disagree – I’d love to hear your thoughts. Vive la newsletter revolution
Ian Tournes was previously head of publishing at Publicis, Group, trading Director at Time Inc. and commercial director at Time Out. He is now a media consultant.