Taayoo Murray writes for Editor and Publisher about the “Georgianomics” business newsletter launched by the Atlanta Journal-Constitution earlier this year.
Murray writes, “Rather than creating an entirely new reporting operation, the newsletter provides another entry point to journalism the newspaper already produces. The goal is to develop reading habits that eventually translate into paid subscriptions. The launch builds on AJC’s deliberate transition to digital-only publishing, which includes investment in newsletters, video and audience development. The publisher has surpassed 100,000 online subscribers, although its target of reaching 500,000 has been extended to the end of the decade.
“Early results offer encouragement. After six editions, AJC reported 47% growth in subscribers. The newsletter inherited some existing audiences; however, the publisher did not disclose total subscriber counts. Santoyo attributed subsequent growth to content and internal promotion. AJC plans to consolidate three LinkedIn business newsletter audiences totaling approximately 12,000 followers, directing readers toward ‘Georgianomics’ and AJC.com. Cross-promotion, potential business partnerships and industry events offer additional opportunities to expand its reach.
“‘Our hierarchy is conversion to paid subscribers above all else, then engagement and habit-building, then open and click rates,’ Santoyo said.”
Read more here.
