In 30 seconds
Shira Lazar discusses monetizing the What’s Trending newsletter and her personal channels. She contrasts click-based newsletter ads with direct sponsorships and explains her preference for longer integrated campaigns.
- 1Click-based advertisingShira describes newsletter ads and says the return per click does not work for her.
- 2Direct brand dealsShe describes a marketplace where publishers can set an integration and a fee.
- 3Integrated sponsorshipsHer preferred package spans the website, social channels and newsletter.
- 4Longer campaignsShe favors six-month or year-long deals with regular posts and room to adjust creative.
Takeaways
- Shira describes newsletter ads that pay based on clicks but says the return is not worthwhile for her.
- She sees direct sponsorships as an alternative to click-based placements.
- An integrated package can include a website article, social posts and a newsletter placement.
- She prefers longer campaigns that allow consistent posting and creative adjustments.
- Her account reflects her own business and is not a guarantee of revenue.
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Newsletter advertising
Shira describes the click-based ads she has used. She then discusses a marketplace for direct sponsorships.
Shira Lazar is exploring ways to monetize the What’s Trending newsletter and her own newsletter on beehiiv. She says its ad sponsorships can be inserted into a newsletter and pay based on clicks, giving roughly a dollar per click as an example. For her, that return is not worthwhile.
She describes a newer marketplace where a publisher can set up an integration and a fee for direct sponsorships with brands. She sees direct deals as a stronger option than the click-based placements she has described.
Sponsorship across channels
She outlines an integrated package across a site, social media and a newsletter. The format can include a hosted video.
Her preferred approach is integrated marketing: a brand buys a presence across the What’s Trending platform. A package might include an article on the website, posts across social channels—including a static post or hosted video—and a newsletter integration.
Consistency and adjustment
Shira explains why she prefers longer deals with regular posts. She uses results to refine the creative over time.
Shira says a campaign can be a one-off, but she prefers a six-month or year-long deal with weekly or monthly posts. That creates consistency and lets the team see what works and adjust the creative. She uses a similar approach for her personal social accounts and closes by wishing viewers luck.
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