Atlantic is preparing a newsletter to compel subscribers

Here’s how to spread the word: Journalists have established their correspondence instead of working for older, more established publishers.

Here’s a way of spreading the news that works differently: Adults, regular publishers with strong business backgrounds or backers – or both – combine their efforts in the pursuit of skills.

Here’s a story that can do both: Atlantic is launching a story that seeks to bring writers under the Atlantic umbrella (and paywall) and allow them to remain independent.

The idea, according to celebrities, is that the magazine will release a list of writers – perhaps a dozen or so – in the coming weeks. It will only be available to subscribers in the Atlantic. The New York Times has done the same this year, Publishing exclusive registration letters from authors, including Kara Swisher and Jay Caspian Kang.

The main difference between Atlantic plans and other mail distributors is that, in some cases, Atlantic lists authors who are already in the business of paid mail. And it wants to turn those subscribers into Atlantic subscribers.

At least one of the authors, I have confirmed, is the author who has now set up shop Substack, the company that introduced the most recent mail articles by making it easier (mentally) to make their own.

Here is a summary of what the Atlantic wants to do, through people who know:

  • Atlantic does not hire writers as full-time employees, but it does give them a small paycheck so they can make more money if they can meet other registrations. That’s why it’s even more rewarding than a paid story – even Casey Newton, co-author of Vox Media’s The Verge, who always does well, does well, Substack last year, said to see churn per month at 3 to 4 percent.
  • If the subscribers are already selling paid subscriptions in their newsletters, Atlantic wants to convert those subscriptions into Atlantic subscriptions. So: If you only pay for Provocative But Thinky Takes Guy $ 5 a month for his work, the same money will get you the letter, as well as all other issues that Atlantic publishes, including Atlantic itself, which sells digital- Registration for only $ 50 per year.
  • Mailwriters who join the Atlantic program are required to keep a list of their subscriptions. So if they decide to go back to the Atlantic, they can start their own business again.
  • The amount or supervision that correspondents will receive from editors and colleagues in the Atlantic still feels like work is in progress. But the point is that writers should be independent of writing; not edited by Atlantic editors. So what happens if Atlantic writes to someone in the Atlantic who thinks they are a violent / racist / difficult Atlantic? Good question!

The Atlantic spokesman declined to comment.

It’s easy to see the app’s appeal to the Atlantic, led by Editor-in-Chief Jeffrey Goldberg and CEO Nick Thompson. The book finds a new list of terms and the ability to instantly add subscribers. And while many subscribers are always good, they are very good in the Atlantic right now, that is He grew up well in Trump’s age and the plague in particular but, like other publishers, you have seen it too down to a website like Trump and Covid-19 they have lost control of the issue.

And since the reduction in traffic makes it difficult to turn new readers into subscribers, anything that brings new tears – not even injecting paid users – can be welcomed. (Here it should be noted that although the Atlantic is owned by Laurene Powell Jobs, the billionaire wants to publish, where it was dismissal in the first months of the epidemic, to take care of themselves.)

Authors’ advertising is a little easier, while some parts are written and some are flawed. Fact: Come to work on the best prize prize and total access, with the help of a billionaire. Unsolicited: You probably think you will break it once you start your mail business. But you may not, and you may want to pay less. Managing a private shop is not for everyone.

That said, some journalists who have gained an audience – especially through Substack – are making more money than ever before in the media industry.

Writer and former New York Times editor Bari Weiss, for example, tells me that he now has 16,500 subscribers to his Substack, Contemplation. The $ 5 per subscriber, per month, means he can bring in $ 890,000 a year, after Substack receives a 10% fine. So don’t expect Weiss to arrive anytime soon in the Atlantic Ocean soon.

I asked fellow Substack co-founder Hamish McKenzie what it means to be a rival if the Atlantic kills some of its writers. He was gracious with it. “We start with writers even though they are not Substackers, which is why we are excited to see what is happening to more writers,” McKenzie said in a statement. “We’ve been urging writers to have everything they have and audience, and we thank them for every reason.”

McKenzie and his team have carefully considered another type of jump: The other part of Substack is that subscribers can easily leave, taking all of their posts and email lists of subscribers. And Substack’s success has boosted its new competitors, including Facebook and Twitter, all of which can make Substack more accessible if they want – as I said in June, Facebook left $ 6 million on the Bulletin URL, its Substack copy.

But if you’re not a popular Substack star, it probably won’t take money to get you accepted into the company: a fixed salary and the ability to recruit a large group of people. As people in some companies do.

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