Publishers revamp their newsletter offerings to engage audiences amid threat of AI and declining referral traffic

Newsletters are the darling of the digital media industry again.

Publishers like Axios, Eater, The Guardian, theSkimm and Snopes are either growing or revamping their newsletter offerings, tailoring new emails to specific audiences with more personality-driven content (and, in some cases, with the help of automation to produce more newsletters) designed to get subscribers to sign up for more.

Publishers are changing up their newsletters strategies to engage audiences as a wave of generative AI advancements increase the need for original content and referral traffic declines push publishers to find alternative ways to reach readers.

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