In an era where news is pouring out of every media orifice, where newspapers are struggling, where news is cheap as chips, do you need another newsletter? Really?
Newsletters as advertising by another name - a variant on advertorials. The sender may have the highest intention to provide high-quality information, but the format and form of delivery is purely promotional. Fair enough, except that it's push in a world that's increasingly moving to pull. It's broadcasting.
From the user/receiver perspective, I see two main modes with regard to information. One is specific need and the other is general curiosity.
If I need information on a particular subject, I'll seek it out when I need it and look for the best sources available. And sorry folks, whatever area of expertise the newsletter covers, there are none that I need regularly enough to warrant even skimming a newsletter.
For general serendipitous curiosity, I go to high-quality sources that consistently hit the mark - podcasts from the BBC and a few others, a few newspapers online or on apps, social media sites and Twitter.
I do receive "newsletters" - maybe a dozen or more - but 99% of the time I bin them immediately on receipt.
Tuesday 12 October 2010
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1 comment:
Interesting. Broadly speaking I agree with you. But then, I've had success with my newsletter as a profile-builder, in conjunction with social media.
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