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👋 Hi Reader,

If you recollect, I covered the phenomenon of ‘traditional media’ journalists jumping ship from their Big Media outlets to New Media avenues like newsletters, specifically Substack.

I understand Big Media is watching this trend closely too and making amends to stem the talent exodus to newsletters.

How are they exactly making amends?

Well for starters, they are helping their crew build their own personal brand online. The Wall Street Journal is going the whole nine yards by building a talent lab, headed by Devin Smith, to that effect.

The Lab, per WSJ, is going to help them build their journalists build their presence beyond their usual line of work, across other channels which their younger demographic consumes from.

I think that’s a sound move. I had covered how entire orgs are helping their employees build their LinkedIn presence (case in point being Storyarb and Buffer). Such employee advocacy on the channels of their choice has helped them compound their brand presence and pipeline multi-fold, which no paid ad spend could probably account for.

Mix this with the reach of a brand like WSJ? I think that would not just expand their reach across demographics in channels like Tiktok, it would also help them gain the trust of an entire generation, when done right.

Have they begun gaining their trust?

Not yet, but this is a space I will be covering closely.

But what about us - the non-journalists?

For you, my friend, I am here to offer help.

LetterStack was built on the premise that if you are starting fresh today on newsletters, we will help you level up fast with the resources you need to go from 0 to 10,000 subscribers quickly and reliably.

What if you need help hand-holding you throughout the newsletter journey? Let us know by hitting ‘Reply’ on this email, or send a note to marketing@letterstack.co.

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