Avenue sent the first issue of its Style Newsletter to inboxes on November 6. We projected building the newsletter’s subscriber base to 1,000 by March 2014, but one week after launch we’ve already exceeded that number — and then some.
It’s been an exciting beginning for a project conceived as a companion to our established AvenueWeekender and Food & Drink newsletters. Audiences have always responded positively to decor features, style Q&As and fashion shoots in the Avenue print magazine, and this was an opportunity to cover even more territory and offer more information and insight to a wider audience of subscribers.
Avenue associate editor and Style Newsletter creator Ricky Zayshley believes this is the right time for a style-focused digital newsletter. “We come across so much style content in Calgary that, because of our long lead time for the print magazine, we can’t communicate to readers in a timely way. The Style Newsletter helps us speak directly with our readers, and to open a forum for two-way communication.”
The Avenue Style Newsletter delivers in-depth fashion and decor profiles weekly, along with street-style photography, expert advice and how-to tutorials. It also introduces the Style Council — a panel of the city’s top tastemakers offering advice and inspiration on a range of topics.
“I want the newsletter to become our readers’ go-to for all things style, fashion and home decor in Calgary,” Ricky says. “I want it to be a welcome addition to their mailboxes on Wednesday morning. And the best way we can achieve this is by delivering high-quality, relevant content.” The first issue of the Avenue Style Newsletter has already generated significant social media buzz. Our web analytics tell us the most popular story was 5 Best Ski Jackets. Interested in seeing more Calgary style? Subscribe.