Quartz is a young inventive, versatile online publication that has already built a massive following for its coverage of business and technology. Quartz is now launching a new weekly newsletter which will focus on culture, fashion, food, travel, art and personal care.
Jenni Avins, a global lifestyle correspondent with Quartz will be the one who will run Quartzy. Beta version of the newsletter have included stories about a Brazilian graffiti rt show in Manhattan, David Chang's "unified theory of deliciousness" and how to use "fashion math" to upgrade a wardrobe.
Quartzy, which was officially launched last Friday is now taking an organic approach to growth and had 14,000subscriber by the end of its first day. The Quartz Daily Brief had already gotten used to the best and most seducing headlines. The said newsletter is actually a second for the Atlantic-Media owned company which had followed the Daily Brief, which already had 250,000 daily subscribers since its launch and seen a consistent open rate of around 40 percent.
Shinola wil be the first one to advertise Quartzy as a part of a broader cross-channel campaign being paid for by the Detroit-based maker of watches, bicycles and notebooks. Number of consumer brands advertising with Quartz had became double in the past year. It had grown from fewer than 20 in 2015 to more than 40 so far this year. Shinola had been experimenting with all sorts of digital media such as a recent 360 degree video starring Luke Wilson.
Lifestyle stories aren't entirely new to Quartz. The publication has been gradually upping its variety since launching four years ago. The company hired Avins and other writers in 2014 to focus more heavily on stories about fashion, food and travel. Robins said Quartzy will distinguish itself by its visual nature, which she said should appeal to advertisers wanting to engage readers visually.
Daily Brief has become a hot commodity for readers. It's also in high demand for advertisers. Around 95 percent of the sponsorships for the year have been sold out since June, Robins said. Earlier this year, it also began experimenting with another type of news product when it launched a news chatbot in the form of a stand-alone app for iOS. The app, which provides users with a few stories throughout the day, has attracted advertisers such as Jaguar.
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