• by Ray Schultz , Columnist, July 21, 2024

Publishers are trying social media, webinars, podcasts and events in order to generate traffic. But there is one tool that remains on top — the oldest one, the workhorse: newsletters. 

A full 95% of publishers are producing newsletters this year — up from 81% in 2022, according to Lion Publishers, an association that helps independent news publishers. Events are next — at 60% versus 34% in 2021, judging by data from Lion's Sustainability Audits. 

In contrast, fewer than 50% now use podcasts, and print media and digital marketing services do not even hit 25%.

“The growth in newsletters and events is unsurprising, since each allows for greater direct engagement and relationship-building with a core audience, helping move folks down the audience funnel to becoming loyal supporters,” the study authors, Andrew Rockway and Dylan Sanchez, explain. 

However, newsletters come in third as a method for audiences to find Lion members, outranked by social media (organic) and word of mouth. Still, over 75% find publishers through newsletters. 

Meanwhile, 73% of organizations see direct search as effective in 2024, up from 56% in 2022. Organic social media discovery also remains high. 

Fewer than 50% now use podcasts, and print media and digital marketing services do not even hit 25%.

These trends should accelerate as publishers move to “own their audiences,” rather than building their businesses on unstable third-party foundations,” the authors conclude.