Audience Engagement Digital Publishing
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Why tone of voice is vital to Morning Brew’s newsletter success: The Media Roundup

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Why tone of voice is vital to Morning Brew’s newsletter success

Esther has been writing about how newsletter poster-child Morning Brew has carved out its own unique tone of voice while other publishers have kept their email correspondence strictly professional.

Each issue of the Brew opens with a short, sometimes witty, but always friendly comment from the day’s editors. Then it links to that day’s top stories, with a mini editorial or explainer initialled by the relevant editor talking about the key points of the news item and any additional context.

Elsewhere there are gifs, memes and jokey headlines, way more informal than many other news-focused emails. “In the daily newsletter… we are basically aggregating what’s out there,“ said Managing Editor Neal Freyman. “We think our differentiating factor is the fact that you can read about it and laugh along with us.”

Future’s profits at top end of expectations

FTSE 250-listed Future publishing has said the ‘encouraging’ performance outlined in its June trading update has continued, with the group returning to organic audience growth in the second half. Shares were up 6% on Tuesday’s statement, to £18.27, although they are still down by about 50% compared to last year.

Welcome to the new Verge

The Verge has relaunched and, in a world where too many websites look depressingly samey, this redesign is really interesting. Alongside its ‘fresh, modern logo, fast and beautiful new article pages, and vibrant colors’ it has a brand new homepage that looks a lot like an old-school blog. Taking inspiration from the site’s roots, the Verge team decided, “well shit, we just need to blog more.” Chronological content feeds FTW!

Media Moments 2022

Media Moments 2022 – sponsored by membership & subscription suite Poool – will bring together the key events which have shaped the media and publishing industry this year. We’ll be launching it at a virtual event on November 30th.

This content originally appeared in The Media Roundup, a daily newsletter from Media Voices. Subscribe here: