Why Ad Age has launched on Substack

Jeanine Poggi, editor in chief of Ad Age, spoke with JSA+Partners Talking Points newsletter about why it has launched a Substack newsletter.

Here is an excerpt:

Editor-in-Chief Jeanine Poggi says the launch of its Substack was “less about scale” and more about voice, intimacy, experimentation, and showing up where its audience lives.

“It started with a question of where people are actually spending time and how they’re choosing to keep up,” Poggi told Talking Points. “We know people still want what Ad Age does best—reporting, context, understanding how the industry works. But they’re not always coming to it the same way they used to. They’re finding things through feeds, through people, through newsletters they’ve chosen to let in. Substack felt like a way to meet that shift without overthinking it.”

The format reflects that philosophy by keeping its publishing cadence light, sharp, and in some cases, quick enough “to skim between meetings or on your way to a client dinner.” That lineup consists of one essential story a week, a fast roundup, and some audio—enough structure to be consistent, but loose enough to experiment. “Right now we’re just seeing how it behaves, what people respond to, what they ignore, what feels worth continuing,” Poggi added.

Read more here.