The Knowledge’s Jon Connell on why newsletters are aimed at mindsets, not demographics

2024-10-14

On this week’s episode of Media Voices, we hear from The Knowledge’s founder Jon Connell. The Knowledge is a free-to-read newsletter aimed not at a particular demographic, but at a ‘mindset’. Connell and team’s aim is to provide an antidote to the outrage engine, instant gratification-baiting nature of social publishing. At the same time they seek to speak to people who are curious and wish to hear from a variety of perspectives; the challenge lies in squaring that circle. In the episode we also discuss the...

On this week’s episode of Media Voices, we hear from The Knowledge’s founder Jon Connell. The Knowledge is a free-to-read newsletter aimed not at a particular demographic, but at a ‘mindset’.

Connell and team’s aim is to provide an antidote to the outrage engine, instant gratification-baiting nature of social publishing. At the same time they seek to speak to people who are curious and wish to hear from a variety of perspectives; the challenge lies in squaring that circle.

In the episode we also discuss the challenges of monetising newsletters, the growing popularity of the newsletter as a medium, and how legacy news brands are adapting to the rise of this new format.

This season is sponsored by BlueConic, the operating system that puts data into action for marketing and growth doers. The industry-first solution empowers doers with an unmatched range of capabilities to access relevant customer data, create resonant customer experiences, and drive maximum returns for their business.

More than 500 businesses worldwide rely on BlueConic to unlock their full customer data potential, including Forbes, Heineken, Mattel, Michelin, Telia Company, and VF Corp.

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