🔶 #76: "How much does newsletter design really matter?"
Hello, and welcome back to the News Alchemists newsletter!
And a first welcome to new subscribers from SPH Media, BBC News, West Leeds Dispatch, the Stanley Center for Peace and Security, GlueLetter, the Local Journalism Foundation, Internews, Median Research Centre, the Public Interest Journalism Initiative, and all of you brave souls working independently.
I want to start by thanking everyone who read, shared and commented on last week's piece on building an impact culture. I received some exceptional feedback and I'm so glad it was useful.
Today's seven links open with a question that's been on my mind a lot lately, as almost all of my current work is focused on newsletters: "How much does newsletter design really matter?" I'm really curious to hear what you think.
Just one quick favour before the links:
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P.S.: A reminder that the newsletter is about to take a long break: one more edition (4 August) and then I'll take some time off writing. Back in your inbox on 29 September. (Although, never rule out a surprise edition somewhere in between because sometimes I just can't help myself.)
#1 | How much does newsletter design really matter?
One of my favourite English language expressions* is perfect to describe this link: This question posed on LinkedIn by Dan Oshinsky of Inbox Collective has been living rent-free in my head since I came across it a few days ago.
I think the answer really depends on what we mean by 'design', and it's exactly this ambiguity that leaves space for the many interesting takes you can read in the comments.
"Less is more" is my mantra when I help publishers improve their newsletters, but that doesn't mean you shouldn't focus on the design to make the reader's experience more pleasant, and even fun. Curious to know what you think!
*Another favourite English language expression: "I didn't have that on my bingo card." No idea why, it's just funny 🤷♂️
#2 | I’d rather be useful and optimistic than up-to-date and miserable
This is from the always excellent Dense Discovery newsletter (sign-up highly recommended), that coincidentally Dan used as a positive example of "lots of design" at the previous link.
In the introduction to this recent edition, author Kai Brach talks about his experience of what someone might describe as 'intentional news avoidance', and shares a 2022 essay titled "Reading the news is the new smoking".
It's an uncomfortable read to engage with for anyone working in journalism, but I recommend doing it anyways, because this is how many people feel, and burying our head in the sand won't help anybody.
#3 | Local news went all in on the World Cup. Here’s what worked
Anyone else miss the World Cup already? (The football, not the endless controversies around it, the hydration breaks, and the ridiculous halftime show.)
In this article by Hanaa' Tameez, you'll find a great set of initiatives put in place by local newsrooms in the US to reach new audiences via sticker swaps, interactive guides, and other creative ideas.
#4 | The rise of explainers as an audience growth strategy
One of the silliest end-of-year predictions I read last year posited that explainers are dead. This piece by Sarah Ebner is one of the many elements showing that they are definitely not:
"In an era of information overload, mistrust and declining search traffic, explainers are no longer a side product. Instead, they are becoming one of journalism’s core growth tools, demonstrating value, attracting new audiences and leading to deeper, longer-lasting relationships."
#5 | What does it mean to build a newsroom by listening first?
The good people at Tiny News Collective are hosting a webinar on Thursday, 30 July, in which six tiny newsrooms from across the US – from rural Appalachia to the Southwest border to an Ethiopian diaspora community – will share what they learned when they listened to their communities.
#6 | WATIF’s formula for smarter journalism, stronger community and sustainable revenue
Don't mind the grocery list of buzzwords in the headline – just enjoy learning about 🧩 WATIF, a Spanish independent media outlet that covers current affairs for younger audiences and is finding success with live news shows on YouTube and IRL events.
#7 | Your freedom of speech is my freedom of distribution
Slightly off-topic but this essay by Sebastian Esser of Steady is too good not to share:
"Freedom of speech depends on a plurality of spaces, not on the neutrality of every space."
And the most clicked link from the previous edition is... 🥁
There was no link last week since I shared my own piece on creating an impact culture. Here it is in case you missed it:
Mattia Peretti
(Raise your hand if you know the beautiful location in the thumbnail. Actually no, don't raise your hand: reply to this email to let me know if you recognise it. Extra points if you've also been there!)
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