The Washington short article is involvement a crowded ar of publishers seeking to win the morning through their newsletters.

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The D.C.-based publisher debuted a brief daily briefing referred to as The 7 ~ above Sept. 7 the highlights 7 of its peak stories the the day. It is designed come take just three minute to read or hear to.

Publishing weekdays in ~ 7 a.m. ET, The 7’s start is sponsored by American to express Business. The deal runs the rest of the year across formats for The 7 though terms of the financial covenant were no shared.

Each briefing will certainly be easily accessible as an emailed version and in text and also audio formats accessible via The Post’s homepage and across properties. Application users can likewise choose to receive a mobile push notice when The 7 drops. World can pick to hear to or check out the briefing, many thanks to The Post’s integration with text-to-speech technology from its this firm half-sibling Amazon (the latter’s founder and executive chair Jeff Bezos owns The Post).

The 7 joins The Post’s roster the morning editorial commodities (and a total of around 50 newsletters). Numerous of them curate a an easy list the the most well-known or amazing headlines of the day, such as The post Most and also Today’s Headlines. International policy briefing Today’s WorldView and also a suite of 202-branded politics newsletters contain an ext analysis and exposition from your authors.

A quick briefing

What makes The 7 unique is how short it is: The very first installment is roughly 400 words long. By comparison, top top Sept. 7 The brand-new York Times’ morning newsletter, The Morning, was around 1,700 words. The 7’s inaugural briefing consisted of stories around the righteousness Department’s efforts to difficulty Texas’ new abortion law, the countless Americans shedding unemployment benefits this week and also the death of “The Wire” gibbs Michael K. Williams.

Written by The Post’s multiplatform editor tress Homan, The 7 bring away an Axios-esque approach to a briefing, through each headline complied with by a few bullet point out containing the most essential details and links to post articles for deeper reading.


The “accessible and also digestible” layout of The 7 way readers deserve to consume The Post’s news faster and also easier, i beg your pardon will save them coming earlier to the briefing, stated Coleen O’Lear, head of mobile strategy at The Post. “Habit is among our greatest goals. We desire to have a depth habit through our existing readers, and track new audiences who can not come to The write-up every day and aid them navigate the news and also navigate their day,” she said.

While readers can absolutely click through the links in The 7 come read full articles, The post wants people to review or hear to The 7 in that is entirety, every weekday, in the own aboriginal environment, follow to O’Lear. In various other words, it is not necessarily designed to feed traffic back to the Post’s website. “We want to present the breadth the The Washington Post’s coverage and also show it very quickly so that readers have the right to consume it far much more quickly than many articles,” she said.

The write-up declined to share how numerous newsletter subscribers it has. A write-up spokesperson said the firm has viewed 10% growth year over year in the variety of people who open its newsletters. The Post also declined come say what various other sponsorship and advertising methods The 7 will offer. “As we learn how readers communicate with the product and the content, the sponsorship offering might evolve gradually to ideal complement that,” a spokesperson said.

A mass of morning newsletters

There’s a many competition in the morning news newsletter space, follow to Melissa Chowning, founder and also CEO that audience breakthrough and marketing for sure Twenty-First Digital. Media companies favor Morning Brew have turned them right into a whole business. Morning Brew expects to nearly double revenue this year, after bringing in $20 million in 2020 through 3 million subscribers throughout five newsletters.

Of course, there’s an excellent reason because that publishers choose The article to be putting out an ext newsletters. The 7’s launch signals “a smart strategy come get world to spend more time v the brand. The much more time who is spending v the brand, the much better The Washington article understands that that user is and can build that straight one-to-one relationship with the user,” said Kerel Cooper, CMO of email marketing platform LiveIntent. The write-up can then develop audience segments, curate contents for them and offer those audiences to advertisers, he said.

Chowning sees The 7’s launch “as a top-of-funnel play for brand-new subscribers.” The post can conference readers’ emails, construct a relationship with the newsletter “and target to convert down the line,” she said.

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Publishers are significantly using email as a means to develop their subscription businesses. A LiveIntent survey from Aug. 2020 discovered 71% that publishers were using emails because that subscriber salvation goals. After The Times’ morning newsletter hit a milestone in January 2021 of end 1 billion distinctive opens because its might 2020 launch, that doubled under on its newsletter business in August v a suite the 18 subscriber-only emails. Also in August, Quartz announced it was refocusing the subscription program roughly its newsletters (most of i m sorry publish in the morning) after ~ the publisher found 75% that its paying subscribers were pushed to most of Quartz’s content from their inbox.