I’ve been saying newsletters are not worth anyone’s time for awhile. When did you last really read a newsletter from your email inbox? I’ve nearly given up on email itself, so newsletters tend to go right to the outbox.
Speaking of boxes… have you noticed the trend to getting themed boxes of stuff sent through the mail? Snail mail, not email.
I’ve found a few so far, without really looking hard:
Today I found something bigger, smarter and very interesting, Quarterly.
Quarterly is the new newsletter, vastly improved. The idea of getting people to pay for a box of things (themed but not predetermined) sent out every three months is going to catch on. How could it fail? Who hasn’t become at least slightly addicted to shopping online, getting a present delivered to your door? Now it can be a real surprise, created for you, every month (every 3 months on Quarterly). Are you curious enough to look at the site? You can see what has been sent in past boxes from the curators (as they are called) on the site.
I think it’s brilliant. People will subscribe and look forward to getting your newsletter and other goodies. They won’t just read your newsletter, they will pay to get it. Just considering it from a marketing point of view… it is pretty amazing.
But, I’m not so cynical. I love the idea of being a curator of mailed out boxes. I’ve already thought about what I could send and how I could get things to send. It’s like Christmas and birthday shopping to plan a surprise for others.
Of course it’s not so simple. There are plans to make, angles to consider and I need a theme that works. I’m not sure about working through Quarterly. I’m not a household name in any household but my own. Also, I’m not sure Quarterly (as a service) would help me in any way I couldn’t figure out to help myself. But, I loved seeing it today. It’s not the first to mail out gifts and presents, but it seems to be the first to collect them in a group – like an online catalog of people who want to give you unique gifts, and a newsletter.