Why Quartz Is Churning Out Short-Run Newsletters for Big Events
The inbox is “the new homepage for executives,” said Katie Weber, vp of client partnerships for Quartz.
After doubling the size of its newsletter subscriber base in 2017 to 700,000, the business news publisher is putting a bigger focus on short-run newsletters this year tied to major events. Through the first half of 2018, it plans to publish five of them, up from two last year, for Davos, CES, Mobile World Congress, SXSW and the Cannes Lions, all sponsored by Accenture. It’s also putting more editorial staff behind them; five staffers will attend Davos this year, up from three in 2017, to broaden that newsletter’s coverage.
Overall, these event emails, with a mix of news and color from on-site social functions, had an average open rate of 50 percent last year, according to a Quartz spokesperson. Last year’s Davos newsletter had an open rate of 63 percent.