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British publisher The Telegraph is betting that offering fewer, more focused newsletters will actually help grow the number of subscribers to them.

The media org is striking at an opportune time: The Telegraph reached 500,000 paid digital subscribers in October — up 30% since the start of the year. Already, the publisher used engagement rates, among other factors, to inform sunsetting about a half dozen newsletters and consolidating others due to “underperformance,” said Dan Silver, The Telegraph’s director of email and newsroom innovation.

“Newsletters can have a shelf life. It’s fine to unsubscribe to one newsletter and sign up for another newsletter. We have a very fluid attitude to these editorial properties,” Silver said. “Newsletters are easy to get out, on the ground, and test new concepts.”

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