The Best New York Times Newsletters: A Review of the Format's Evolution

In recent years, the world has seen a significant shift in the way people consume information. With the rise of social media and digital communication, newsletters have become an increasingly popular platform for news and content. The Atlantic, one of the most prominent adopters of email newsletters, has been at the forefront of this trend.

As reported by various sources, including Jacob Cohen Donnelly, publisher of Morning Brew business news outlet and author of the newsletter A Media Operator, people are no longer as willing to dedicate time to both creating and consuming content. With the world opening up again after the pandemic, priorities have shifted, and executives are reassessing their deals with writers.

The Atlantic's newsletter program was launched last year by CEO Nicholas Thompson, which allowed certain writers to earn major bonuses for converting readers into subscribers. The program attracted high-profile writers such as Charlie Warzel, Molly Jong-Fast, and Nicole Chung. Writers were paid a base salary, some exceeding $100,000, and some hit less aggressive targets for lower compensation. At the upper end, some writers could earn total annual compensation approaching $400,000 if they converted 14,500 readers.

However, despite its initial success, the program has faced challenges. Many of the targets proved too ambitious, leading The Atlantic to reassess how it structures those deals. According to sources who spoke anonymously to discuss confidential details, some writers were paid a base salary and others hit less aggressive targets for lower compensation. This has led to a reckoning at the inbox as executives take a harder look at deals they struck with writers.

Despite this, The Atlantic plans to continue its newsletter program, which has likely made a small contribution to the company's bottom line. As the media landscape continues to evolve, it will be interesting to see how newsletters adapt and change in response to shifting priorities and economics of digital media.

Best new york times newsletters