Jacqué is Senior Editorial & Loyalty Impact Manager at Vox.com
. Here’s what she predicts for 2022:
For media publications, it’ll be how to quickly grow their lists to optimize for revenue. This will look like buyouts of complementary companies (and solo writers) with large audiences, more cross-brand collaborations, more limited pop-up newsletter and text efforts, sponsored digital experiences, and paywalled online communities where an email address gets you in.
For the individual newsletter writer with a large audience, it’ll be whether to keep going and monetize or shut down. Newsletters take a lot of effort to write, edit, produce, manage, optimize and promote – and that work can burn you out quickly. Not to mention the stress of living through a pandemic. I’m seeing a lot of “this will be my last newsletter” and “we’re shutting down” emails lately and that’s the natural order of the one-person shop. You eventually get to a point where you have to scale or call it.