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For 21st-century subscribers, concentrate on the editorial only you have.

Publication: The Newsletter on Newsletters
Publication Date: 23-APR-08 		Format: Online
Delivery: Immediate Online Access
Full Article Title: For 21st-century subscribers, concentrate on the editorial only you have.(Editing)

Article Excerpt
In the editorial section of my book, Success in Newsletter Publishing, I included a graphic from the late Ed McLean, which he called the "Pyramid of Renew-ability."

In it, Ed divided business newsletters into renewal categories by editorial content. His theory was that the highest rates were newsletters with the highest proportion of solid news to any other materials. Put a big value on immediate news, like pricing information.

Below them he placed titles that combined news with features and other materials. At the bottom, he placed newsletters with a heavy instructional and how-to content (the equivalent of satire in the theater, which, it is said, is what closes on Saturday night)....

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