With Video and Audio, The Skimm Pushes Further into the Daily Routines of Its 6 Million Readers
It’s been five years since the daily Skimm email made itself part of the wakeup routine of — now — more than 6 million largely female readers. (Yes, that subscriber number has quadrupled since we wrote about the company a little over two years ago.) And it’s a year and a half since theSkimm app asked users to pay for convenience — not necessarily content. Now, theSkimm (henceforth: The Skimm)’s cofounders, Danielle Weisberg and Carly Zakin, have spread the company’s product reach even farther.
This fall, they launched several video series on Facebook Watch, and added an audio product to The Skimm’s paid app in a greater quest to get into readers’ daily routines. Advertisers have taken note: The Skimm’s affiliate advertising has grown nearly 400% in six months, Weisberg and Zakin said.
“A lot of companies have rushed to do video to create a ton of content. We wanted to make sure, before we went into video, that we had a solidified audience,” Weisberg told me, noting that she and Zakin got “vocational training” for video in their past jobs as NBC News producers. Audio is a natural extension for their audiences as well: “When they’re driving or commuting to work, our text-based product isn’t always compatible with those routines. Audio fits.”