e Don’t Come For Free

Self-made Internet marketing superstars, Chris Brogan and Gary Vaynerchuk are now offering email newsletters for a price. Brogan’s price is $9.97 a month, while Vaynerchuk’s is considerably less, at least for now.

CT Moore at ReveNews asks if Brogan has gone insane. “I mean, who charges for content anymore especially with newspaper pay-walls failing one after another?”

The answer to the rhetorical question is he who can charges for content. Hence, the New York Times and Wall Street Journal, and now Chris Brogan and Gary Vaynerchuk. They charge because their authority and/or celebrity allows it.

What about the rest of us who are not new media rockstars or old school media institutions? Can we also charge for content? The e-newsletter service that Brogan is using, letter.ly, presently lists 2620 paid newsletters publishers, but I have no sense of the adoption rate or return on investment.

Perhaps I’ll create a letter.ly email newsletter and start charging for it, in order to find out. It doesn’t have to be from AdPulp or even about advertising. It could be a spoon in the cultural gumbo (that ad people, and others, draw from everyday).



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.