👋 Hi Reader,
If you are writing a newsletter for niche B2B buyers, I have got news for you.
Adam Ryan, Workweek CEO, announced on LinkedIn that they are moving away from a content platform to a newsletter platform.
Adam's LinkedIn announcement this week
Not just another newsletter platform.
Workweek always had their newsletter portfolio game on point.
They were writing on finance, e-commerce (Go-to-Millions with Ari Murray) and other lucrative niches with excellent writer-operators, and had an acute sense of the C-suite decision maker audiences, they were attracting on these newsletters.
Ari Murray's newsletter on Workweek
They decided to double down on the conviction around their understanding of these audiences. They knew if they got a great writer-operator like Ari for each of the publications they helm, then they can lure in the right buyers in that specific audience.
The difference here is not to grow to millions of subscribers. The goal instead is to capture your total addressable market (TAM) for your B2B niche, and then know them from the get go.
Cue in the monetization to take advantage of this locked-in audience niches, and you know that building an ad network on top is just going to print money.
So whats the difference between Workweek and other platforms?
You know exactly whom you are writing to.
Kit does not give you audience insights until you subscribe to the highest tier plan, and Beehiiv follows a similar strategy up until now. You would need to bolt on additional data enrichment tools, if you do not want to pay up for these plans, and that too outside the platform.
In sharp contrast, Adam mentions that they know ~80% of their captive audience. Audience of which most of these subscribers are in the buying committee for their orgs.
It is no surprise that Workweek commits to paying their creators CPMs upto 5x the industry average, as per their Adweek coverage.
Adweek's coverage of the Workweek launch
Ooh that's good money. Is it for me though?
If you are into B2B and all you are worrying about is reaching the right audience, Workweek seems to have high conviction on its infrastructure that it can deliver. With the caveat, that the content is not inherently discoverable outside the Workweek umbrella.
But if you are in a niche B2B segment, you are already operating in a walled garden. All newsletter platforms are going to be operating within their own recommendations to commit subscriber growth to your publication. With Workweek's audience insights, you might probably cut short the cold-start problem of knowing whom you are writing to, and I believe that itself is worth the price of admission.
Does this announcement make you rethink your options of choosing the right newsletter platform for your niche B2B audience? I have been working in this space for decades, so I would love to be a sounding board.
Let me know by hitting ‘Reply’ on this email, or send a note to [email protected].
This newsletter is sponsored by The Alien Design
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Cheers,
Renga from LetterStack
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