Twitter is launching its first official paid newsletter service this week with a new weather news offering called ‘Tomorrow‘, which will provide up to date weather information and insights for a monthly fee.
Incorporating Twitter’s recently acquired Revue newsletter tools, as well as the platform’s growing range of creator monetization options, like ticketed Spaces, Tomorrow will provide weather information for specific regions, catering to a common usage of the platform, in keeping up to date with the latest events.
The project will be lead by meteorologist Eric Holthaus, who will work with a collective of climate experts to offer local weather insights, starting with a small group of US states.
As explained by Holthaus:
“We’ll be doing local newsletters, drop-in audio chats during times of scary weather, original journalism focused on climate justice, and a paid service that will let people ask unlimited questions. It’s a revolutionary weather service for a revolutionary moment in history.”
The project will start with insights for 16 states, but Holthaus plans to expand his team over time to cover more regions, before eventually branching into other nations where Twitter usage is high, many of which don’t provide access to in-depth weather resources of this type.
At launch, Tomorrow will cost members $10 per month, which, as per the Tomorrow website, will give subscribers:
- Ability to ask our team of meteorologists unlimited weather and climate questions with a guaranteed response
- A members-only weekly newsletter, with uncut interviews
- Early access to podcast episodes and original longform journalism
- Discounts on Tomorrow merch and other members-only perks
- 1% of all member revenue will used to support Environmental Justice organizations. The more members we have, the bigger the impact
It’s an interesting first-up project for the Twitter/Revue partnership, which Twitter also notes focuses on establishing a writer ‘collective’ for monetization, which is an element that it’s keen to explore further in other niches. That essentially turns a project like Tomorrow into a more traditional publishing model, with a main banner brand, then various journalists and experts signing on to collectively create a more comprehensive offering, and sharing the revenue amongst the group, as opposed to each writer going the solo newsletter route.
Revue has worked with various collectives of this type, and is working to establish more publication groups to build out better subsctiption offerings, which could provide a more sustainable funding model for original journalism via direct funding.
As such, it’ll be interesting to see how Tomorrow is received, and whether the integration with Twitter can facilitate a broader reaching, more profitable model for indepdendent journalism.
Essentially, it’s an alternative take on the regular media business model, but on a smaller, more direct scale, and without establishing a reliance on ads. Whether that can sustain more niche offerings like this is the key question, and also, what then happens when they reach a certain scale.
Some interesting questions, and the experiment could showcase a new pathway for creators on the platform.
Pinterest Launches Pin Ads in Argentina, Colombia and Chile
As it continues to expand its ad offering, in order to maximize its business opportunities, Pinterest has today announced that Pin Ads will now be made available to all businesses in Argentina, Colombia and Chile.
As explained by Pinterest:
“Businesses of all sizes now have access to multiple types of ad formats and targeting options in Argentina, Colombia and Chile, to reach new audiences with meaningful, useful content as they discover ideas and plan new projects.”
Pinterest says that it recently launched its first ads with a small group of early partner brands in these regions, including Tiendas Paris and Publicis Groupe, which has paved the way for today’s full market expansion.
The announcement is the latest in Pinterest’s growing Latin American business push, with Pinterest Ads also made available in Brazil and Mexico last year. The app reaches around 80 million active users per month in the region – over 18% of its total user base – which represents significant opportunity, and highlights the expansion potential that Pinterest still has in this respect.
Further to this, Pinterest also launched ads in Japan just last month, enabling businesses to reach another 8.7 million active Pinners.
It’s somewhat surprising to consider the extended reach that Pinterest is still yet to achieve with its ads business, and how that could translate to more revenue for the company – and with the platform also warning of ongoing revenue pressures throughout 2022, and its overall user base in flux to some degree, it needs to tap into these expanded markets to boost its potential and showcases its value to investors.
Maybe that will be the remit of incoming Pin CEO Bill Ready, who took over from Ben Silbermann last week. The platform has been on a roller coaster ride throughout the pandemic, with usage reaching new highs, then normalizing once again, which has left many unsure what the future holds for the app. Ready, a former Google commerce chief, will now be tasked with stabilizing the ship, and maximizing performance – and you would assume that this would include a significant expansion of its ad business to facilitate more opportunity.
In selling its new Latin American expansion, Pinterest also reiterates that 97% of the top searches in the app are unbranded, and consist of 2-3 word queries, which makes Pinterest an effective tool to reach people while they’re still considering their next purchase.
“Pinterest is one of the rare platforms where it is truly possible for brands to engage with new customers who are intentional, open and making buying decisions.”
There is opportunity in Pins, for sure, and the addition of a Google insider should help to advance its discovery ambitions in this respect.
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