The Skimm sends a daily newsletter called Daily Skimm to the inboxes of more than 4 million young professionals each morning. The newsletter is essentially a millennial-friendly summary of The Wall Street Journal.
While the Skimm doesn’t delve deep into worldly issues, you’ll certainly be informed at a cocktail party. The blast consists of news summaries and links about topics ranging from politics and business to culture and sports, attracting readers with obscure references and a goofy tone, as well as personalized shout-outs on their birthdays.
During election season, the company did not endorse a candidate, yet devoted the bottom of its daily email to the importance of voting with links to voter registration and a guide to state-registration deadlines.
The Skimm suggests news isn’t broken, it’s the delivery mechanism that is broken. Millions of millennials can attest to the enjoyment and benefit of the newsletter, especially a coveted demographic of women ages 22–34. The company boasts an open rate of 35 percent, which means each day more than 1 million people read the Daily Skimm.
In April 2016, the company introduced an iPhone app for $2.99 a month that alerts readers to important events like when the new Gilmore Girls hit Netflix or the day Google reported its earnings.
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