The Daily Aus breaks even on back of newsletter focus
Sam Koslowski in news mode
Youth news publisher The Daily Aus has broken even for the first time and is accelerating revenue growth, according to co-founder Sam Koslowski.
Koslowski told Mumbrella that the Daily Aus (TDA) had “totally inverted the revenue mix” from social media to newsletters over the past 24 months.
“I’d say we’re probably the leaders of news newsletters in Australia. We’ve got 310,000 subscribers across five newsletters with a 60% daily open rate. And our biggest one is our morning newsletter that goes out to 210,000 people every morning.”
According to Kowlowski, TDA had already exceeded FY25 revenue “and we’re not even halfway through the financial year”.
Actually every major Australian news provider or publisher will have bigger newsletter audiences for their flagship newsletters.
Most have strong open rates too – more in the 45-50% range than 60% – but these numbers have been inflated since Apple stopped passing through open rate data as many readers will know.
The true open rate is much more likely to be in the 40-45% range – which is still strong.
It’s incredibly hard to make good revenue from the monetisation of newsletters, so it is really interesting to see where they go from here in terms of further divarication of that revenue mix – I assume they see partnerships as a key part of this given recent hires.
Hats off to them for targeting a demographic cohort that tradtional news publishers have tried very hard to engage, and in doing it in a way that doesn’t involve tradtional publishing of, and locking, content. But can they continue without doing that?
I love TDA!!!