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Taking The Big Leap In Monetizing Your Newsletter

Business Blog By Andrew Zalk December 3, 2020

You’ve seen them when you’ve opened an email from a traditional media company: the boxy placements that scream “I’m an ad and I don’t belong here!” Often called programmatic backfill, this content is generally dismissed by the user who has low desire to interact with it and ignored by the publisher who has very little control over it. But publishers are often too busy with other audience engagement efforts to give newsletter programs more of their attention. Fortunately, there’s a better way to monetize a quality newsletter and with some work, you can see major returns. Publishers like Axios, Buzzfeed, The Skimm, Morning Brew and The Hustle are setting great examples for the industry. Or just ask us here at Flipboard. This year, we started to explore cutting the programmatic cord and investing in a promoted sponsorship model to better monetize our own email newsletters, such as 10 For Today and Tech Briefing. Instead of running programmatic ads, we have…

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