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| Email has an intimacy that TheSkimm has used to build a loyal base of 7 million subscribers. |
Digiday's editor-in-chief, Brian Morrissey, interviewed The Business of Fashion's Imran Amed about its move to a subscription model, and the founders of TheSkimm, Carly Zakin and Danielle Weisberg, about how they used email to build a loyal community.
Elements of their success formulas
1. Passion for a topic that you can develop in a way that no one else is doing.
a) Amed, then a consultant for McKinsey &. Co., began writing a blog in 2007 that talked about fashion as a business. He felt that no one was exploring the meaning of the numbers behind the leading fashion businesses. Over time, he developed a loyal audience who began suggesting ways he could monetize that audience.
b) Zakin and Weisberg were both 25 years old and producers for NBC television news when they decided in 2012 to launch TheSkimm. They were frustrated at the time that none of their friends were seeing their best work. Their friends didn't watch TV news. So they started an e-mail newsletter that aggregated what they thought was the most significant news that young professional women like themselves needed to know for their professional and personal lives.
Versión en español
2. Build community first. Opportunities for monetization will present themselves.
a) Amed told Morrissey that he had been blogging about the fashion business for years in his spare time and had to hire an assistant to handle all the inbound traffic and questions. It was only after six years, in 2013, that Business of Fashion launched their first commercial product, a careers platform in which brands could advertise themselves and their open positions to the publication's audience. This platform was financed with $2.1 million from various investors.
