“People don't read anymore,” “we should only make snack content,” “a picture is worth a thousand words.” We've all heard these kinds of phrases before. Certainly, there are dominant uses, but should we always settle for the norm?

A NEW SPECIMEN OF NEWSLETTER

A newsletter is a communication tool that fosters the creation of a link between a sender (brand, media, individuals, etc.) and an audience. It is sent at a certain frequency to disseminate messages and achieve a goal (awareness, acquisition, conversion).

We are used to reading newsletters that are often constructed in the same way with lots of visuals, very short writings, and action buttons that invite you to read an article, buy a product, watch a video, discover new items, and much more. The codes of their construction are homogeneous and established. However, a new specimen of newsletters is developing, and we won't hide it, it is very talkative; it doesn't hesitate to express its opinion, sometimes with a touch of humor. 

It then becomes an epistolary relationship established with the readers more than a well-oiled marketing relationship (even if one can also combine the two). The words have substance and intertwine to build an argument that is often signed and asserted by its author. This is surely where the strength of this long-form content lies: we read the words of someone who is well identified.

Finally, to appreciate and integrate this content, you need to take your time and dedicate a real moment to it. It’s not fast reading that you toss without remorse into your trash can; it’s a piece that you enjoy reading and sharing. 

4 EXAMPLES OF “LONG READ” NEWSLETTERS

It is through the words of Lucie Ronfaut that we decipher tech news each week. For Numerama, this journalist addresses information in a feminist and inclusive manner.

See an example here >> https://mailchi.mp/numerama/confinez-moi-avec-animal-crossing-9395536?e=2b9b056af8

It humorously clashes with the world of tech. Between the useless innovation of the week or the bullshit-quote, the Tech Trash team selects the best of the worst. See an example here:  https://mailchi.mp/techtrash.fr/a-sent-la-gagne?e=5a1bd37ef6

A writer writes in the first person. The “I” embodies their story, their anecdote to better introduce the philosophical topic of the day.

See an example here:  https://mailchi.mp/philomag/20200915lettre?e=ae6d61ef4e

Stéphane is a consultant in innovation. Each week, he explores digital transformation, the city, mobility, and e-commerce. See an example here:  https://15marches.substack.com/p/quand-le-logement-devient-bureau

In each of these newsletters, one can observe the bias of each writer and their clearly defined editorial line. Their love for words and argumentation makes them people that we enjoy following for their opinions, their flair, their viewpoints. Each week, each month, we open their newsletter with a certain eagerness. A connection is created. It is digital, it is virtual, but it is very real.