To introduce itself to its next generation of readers, the Huffington Post is going straight for their inboxes. On Monday, it will launch The Tea, a weekly newsletter targeted at female Generation Z readers (or, as they were once known, teenage girls), but unlike most newsletters, which just repackage content originally published on other platforms, The Tea’s content — an exclusive interview with a celebrity — will only live in an email. If you want it, you need to subscribe.
The Tea is the first of several products that HuffPo will launch this year in an effort to acquaint teenagers with the digital native publisher, which has been busy creating new brands on various platforms to serve as delivery vehicles for content that lives on Huffington Post itself.
“We know that teens haven’t really made decisions about the brands they’re going to allow into their lives in a behavioral way,” said Kiki Von Glinow, Huffington Post’s director of growth and analytics. “This is about introducing them to HuffPost’s brand.”