It’s been less than six months since Lenny Letter, an email newsletter aimed at young women created by Girls creator Lena Dunham and her co-producer Jenni Konner, launched.
Lenny Letter would have gotten attention and subscribers even if it were much less meaty than it actually is. But the newsletter, which comes out twice a week — a full issue on Tuesdays and an interview on Fridays — is substantive and original. (Lenny Letter’s Instagram tagline: “Dismantling the patriarchy, one newsletter at a time.”) Jessica Grose, an author and former senior editor at Slate, is Lenny Letter’s editor-in-chief. The newsletter regularly tackles topics like politics, abortion, and race, recently featuring lengthy interviews with Hillary Clinton and Planned Parenthood president Cecile Richards. Obama’s senior advisor Valerie Jarrett, author Helen Oyeyemi, and Saturday Night Live cast member Sasheer Zamata have contributed guest pieces. Each story is illustrated with original, commissioned art.
On top of this, there is an actual business model beyond “Lena Dunham!” Lenny Letter is supported by an ad partnership with Hearst, and Hearst promotes the product across the websites of its magazines like Cosmopolitan and Hearst. [Read More]