Time Magazine – The Brief
Timed to coincide with the relaunch of Time.com, The Brief is an ambitious project by the Time brand to distill 10 vertically focused, algorithmically programmed newsletters into a single, editorially curated product. When Time.com relaunched on March 4, 2014, the site was organized around “The Brief,” the 12 stories Time editors believe readers need to know right now. The newsletter provides a distinct entry point for Time’s current and expanding global audience of 50M monthly unique visitors. The Brief is a balanced offering of breaking news and evergreen stories that can be easily accessed on mobile or desktop, as well as through an audio version for commuters. The newsletter was designed for a mobile audience, with short, 32-character subject lines and plenty of images and videos, which have proven to boost click-through rates. Editors compile the day’s headlines, optimizing them for the newsletter and send it out by 7:00 am. By November 2014, The Brief was sending more than 1.3 million unique visitors back to the site—a 98.6 percent increase year-over-year. Open rates skyrocketed from an average of 17 percent across the original 10 newsletters to 40 percent for The Brief. And the subscribers are loyal, too. Open rates do not differ by more than 4 percent of the overall average open rate.