The emergence of specialized newsletters during Covid-19: curated and up-to-date information in an email

Abstract

In a world characterized by information overload and a multiplicity of channels and platforms, content curation is becoming increasingly important. First emerging approximately 400 years ago, newsletters remain a useful medium through which to disseminate specialized and personalized news. Over the last four years, an upward trend has been observed in the number of users who receive newsletters and informative alerts through their mobile devices. Publishers thus seek to drive more direct traffic to their websites to retain subscribers and attract an audience. Email communication acquired significant value after the state of alarm was declared as a result of the Covid-19 global pandemic. Various media outlets have created specific newsletters on this topic, summarizing and providing updates on the most relevant information and data on this subject on a daily basis. This article analyzes coronavirus-related newsletters from four leading international media: Eldiario.es (Spain), The New York Times (USA), The Guardian (UK), and Observador (Portugal). The content analysis is supported by the vision of five professionals, experts, and academics who have a connection with the topic of study. The aim is to assess the relevance of this format as a new business model in a context of crisis, in addition to analyzing how it relates to the growing trend in modern journalism towards specialization and personalization. The results reveal that the media use Covid-19-specialized newsletters with an informative-strategic purpose, where expert sources prevail and a personalized structure is apparent. Moreover, these are signature newsletters that work as excellent channels to promote user participation.