The Skimm

Uh, and then also too, a lot of mass media publishers will also have, like, commerce newsletters as well.

So, like, you know, Airmail News, uh, The Skimm, like, things like this.

They also have, you know, sometimes millions of readers that are, these newsletters are very commerce focused, right? So that's, that's another kind of mass media, um, you know, opportunity or, or kind of content.

The, uh, then as far as some other categories, some, some of the, like, search, obviously SEM is huge.

Right.

So there's kind of like a, you know, nuanced sort of like measurement that can happen, um, with content as well that you can like, if you're in a newsletter, like you can say like put the parameters in.

Okay, this came from The Skimm, this came from this particular publisher, this came from that.

So like that, that's a way to, to measure it.

So much of it is sort of clickbait, and we're trying to think about like what could we do that sort of bypasses this Facebook reliance.

And around that time, The Skimm was really up and coming, and I can't remember if Lenny Letter started before us, but it was a big time for newsletters.

And we thought like what if we could reach girls via their inboxes in a similar way as The Skimm, but The Skimm tonally wasn't quite what we were going for, and we wanted to do longer stories and more fun stuff.

And it was the very end of 2015 that we quit our jobs and started the newsletter.

We grew it in earnest to 600,000 subscribers.

And what I found was that the part of my job I loved the most was meeting with startup founders.

Because I was running digital, I was always meeting with the founders of Rent the Runway and the founders of The Skimm and like so that we could talk about like how we might literally.

I know.

Yeah,

Oh, it's all over the place.

It's all radiating out from a September 4, 2026 edition of the Skimm newsletter.

The anchor of this specific newsletter is this very quick read interview with thriller author Jennifer Hillier about her novel Heart of Glass.

But what makes this specific snapshot so compelling is the cultural wrapping paper surrounding that interview.