Branded newsletters

We’re also going to restart small events in NY. Will share more details as they come in. If anyone wants to cohost, let me know.

One big thing

I’ve had a few ask recently on trends in branded content. And one that’s a bit of an undercurrent, is going wide and deep with newsletters to build strong engagement as part of a plan.

Not necessarily branded content but a great place to distribute and bring niche audiences in to branded content.

Platforms like Hecto, Paved, SponsorGap & SwapStack are reducing friction to finding and buying them. In general there is still an over index of smaller creators. And the need for more I guess, middle sized newsletters.

An easy win for any newsletter, is to have an advertise page. In many lists for top newsletters to follow. Anecdotally 1-2/10 of newsletters have such a page.

• How one FoodToker is making a career as a content creator.
• Product content: the missing piece of product-led growth.
• Web3 enables content creators to gain this new superpower.
• Twitter tests new interactive ad types.
• Byron Allen warns ad market of Nielsen’s ‘Monopoly’ amid lawsuit.
• How big audience numbers mislead you.
• WTF is the Digital Markets Act.
• [Smart take] On product.

Deals/M&A

• Kargo acquires Parsec.

Campaign of the Week

• Kahlua Espresso Martini with Food52. Simple, instructional, can work across most platforms. Drives users into recipes on their website.

• Podcast ads grew 68% year-over-year in 2021 and now accounts for 8% of all digital audio spend.
• Total value of M&A deals in the TMT sector passed $1t last year.
• Workers are adding a 9pm work shift.
• There were over 70m tweets about F1 in 2021.

That’s it for this week.