Newsletter as a journalist product aiming at new readers. Study on editorial email newsletters launched by El País, El Español and El Independiente

Abstract

In the digital era of information saturation and dispersion of content through social platforms, newsletters are more and more regarded by media as a way to connect directly to audiences and to draw new publics beyond traditional sections of information by means of both specialization and personalization of content. This article first analyses different types of newsletters that are being produced in the international media landscape nowadays, not only the ones launched by legacy media but also by new digital journalism brands appeared in these last years (Quartz, Buzzfeed, Vox, The Skimm y Ozy). And secondly, and above all, this study focuses on a detailed comparison between contents, structure and business models of editorial newsletters published by three Spanish media: one legacy media (El País), on native digital (El Español) and another politics and economy niche one (El Independiente). Results show how Spain does not stay apart from the expansion of this product in media worldwide and how payment methods and financing possibilities turn out to be a key element that defines the model of newsletters media want to launch in each case.