The Rise and Reckoning of Email Newsletters: How The New York Times is Adapting

In the world of digital media, few formats have experienced the meteoric rise of email newsletters. With their ease of consumption and targeted content, newsletters have become a go-to platform for readers seeking bite-sized information on various topics. However, as the landscape continues to shift, even prominent players like The New York Times are reassessing their approach.

The Atlantic, a leading publication, is no stranger to the world of email newsletters. In recent years, they've made significant investments in this format, attracting top talent such as Charlie Warzel, Molly Jong-Fast, and Nicole Chung. Their newsletter program allowed writers to earn bonuses based on reader conversion rates, with some earning up to $400,000 annually.

However, not everyone has been immune to the changing tides. As Jacob Cohen Donnelly, publisher of Morning Brew and author of A Media Operator, notes, 'As the world has started to open, people don’t have as much time.' This shift in priorities has led many writers and publications to re-evaluate their approach.

The Atlantic is no exception. According to sources familiar with the matter, the company has offered to extend contracts for its newsletter writers to better understand how these emails impact reader retention. This move comes after they found that some targets proved too ambitious, forcing them to reassess their deal structures.

In contrast, The New York Times has taken a more measured approach. Rather than betting big on newsletters, they've opted for a more strategic rollout. By focusing on quality content and targeted distribution, the publication is better positioned to adapt to the ever-changing landscape.

As the dust settles, it's clear that email newsletters have become an essential part of any digital media strategy. While The Atlantic's experience serves as a cautionary tale, it also highlights the importance of flexibility and adaptability in this fast-paced industry. As we move forward, one thing is certain: the best New York Times newsletters will continue to evolve and innovate, catering to the evolving tastes and preferences of readers everywhere.

Best new york times newsletters