Dissecting ‘The Signal’ newsletter!
I had a conversation with Venkat from ‘The Signal’ — a newsletter which is trying to cater to the new reading and content consumption habits of Indians.
Venkat discusses how ‘The Signal’ is trying to cater to the behavioural changes rather than focussing on changing the content per se.
They believe that they belong to the third wave of media which is more focussed on curation and relative original journalism. This is different from the first wave which saw SEO led volume based news (Buzzfeed, Vox)..which was then followed by the second wave of subscriptions..
Finally, Venkat also reveals how this one particular social channel is helping them drive growth…
Listen to this episode where I discuss all this and more with Venkat.
Link to entire playlist is here along with some clips:
Entire Playlist:
https://www.youtube.com/watch?v=ALX7qO6118w&list=PLMeO1LKXh-PL30KwhqbRLdX91L92el2dJ
Clips:
- Evolution of media from newsrooms to SEO led to subscriptions to curation -https://youtu.be/_hUDIdxoOwU
- How ‘The Signal’ is using Instagram to drive growth — In this clip, Venkat and Jugal discuss about ‘The Signal’ newsletter’s inorganic growth via Instagram. Venkat also reveals the approximate split between organic and inorganic — for every 100 paid users, they get around 40–50 organic users as well. Venkat also discusses why they haven’t used Linked and Twitter so far — https://youtu.be/M326VFUw3kA
- How ‘The Signal’ newsletter is playing more on behavioural change than content — In this clip, Venkat discusses how their newsletter is more of a behaviour led, then content lead…What this means is that they are catering to the new reading habits than playing around with the content. According to him, content can be solved for, but it is more about shaping human behaviour..- He also discusses — How The Signal does original insights to engage the audience…..How they are solving for lack of time and sort from the clutter…..How they are making it into a habit — https://youtu.be/v7gigR1Oe2I
- How ‘The Signal’ newsletter is growing its subscriber base? — In the clip Venkat from ‘The Signal’ discusses their growth strategy — How they split the audience into cohorts and targeted them individually on the basis of their behavior and expectations.Venkat also discusses how a majority of the founding team bought in their own set of people through the influence they wield on social platforms. Finally, he also mentions how a product which focuses on original journalism helps them in their growth. — https://youtu.be/p9Uxvlf9XKM
You can check The Signal and me here -
Subscribe to The Signal newsletter: https://thesignal.co/subscribe
Venkat on LinkedIn: https://www.linkedin.com/in/venkat-ananth-a81097b/
Jugal on LinkedIn: https://www.linkedin.com/in/jugal-wadhwani-73454584/
