Cameron Songer
Cameron Songer

Better News: How San Antonio Express News Created A Winning Newsletter Strategy

Newsletters have become an essential tool for news outlets to share their stories and engage readers. But coming up with a successful newsletter strategy can be difficult.

How often should you send a newsletter? How many newsletters are too many? Should you send your newsletters to every subscriber or split your mailing list into different groups? What constitutes a breaking news alert?

To find answers to those questions, Better News podcast host Michael O’Connell talks to Cameron Songer, the newsletter editor at the San Antonio Express News.

Recently, Songer and Randi Stevenson, the Express News’ executive producer, wrote a report for the Better News initiative about how the Express News streamlined its newsletter process and found a way to funnel more people to its digital site. Read the full report.

The Better News podcast is a partnership between It’s All Journalism and the American Press Institute to a) showcase innovative/experimental ideas that emerge from the Knight-Lenfest Local News Transformation Fund and b) share replicable strategies and tactics that benefit the news industry as a whole. Sign up for the Better News newsletter to receive news about the latest resources, case studies, and insights. For more news about the It’s All Journalism podcast and future episodes of Better News, sign up for the weekly IAJ newsletter.

Allison Taylor-Levine

625. Community collaboration key to evolving local journalism

Allison Taylor Levine, CEO of Local Journalism Initiative, discusses how LJI’s Delaware Journalism Collaborative, which has brought more than 25 partners throughout the state together to report on polarization and possible solutions, strengthens local journalism in Delaware and our democracy.

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More Episodes

290. What’s it like to report from North Korea?

Charlet Duboc, a correspondent and documentary producer for VICE, talks with producer Michael O’Connell about her obsession with American culture, her adventures in fashion reporting and a recent trip to North Korea during which one of the most controlled nations in the world felt at once too familiar and alien.

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