The old email newsletter continues its remarkable return to prominence. The latest move: Vox wants to make explaining the news a little more manageable by telling you everything you need to know in the comfort of your inbox.Tomorrow, the site will launch Vox Sentences, its first daily email newsletter, with an aim at delivering both information and utility to readers. As email has become increasingly popular with publishers — not to mention built individual franchises for writers — the race is on to find ways to differentiate what you deliver.
Vox is focusing on delivering only a handful of top stories with a collection of the best links from around the web. So on any given day, Vox Sentences will serve up several main topics — say, Ebola, ISIS, and California’s “Yes Means Yes” law — with context provided by some of the day’s best writing. And, as the name implies, it’ll be direct — just a bunch of sentences. One thing that separates Vox’s newsletter from competitors is that it arrives at the end of the day, not the beginning. Instead of an 8 a.m. briefing, Vox is offering an 8 p.m. roundup.
...Vox Sentences would seem to share some DNA with BuzzFeed’s upcoming news app, both want to reach an audience of general news consumers who are looking for a smarter daily bundle of stories. Yes, a package — not unlike, say, the evening newspaper, timed for when people are at home and fiddling around on their phones or tablets. Klein says many of the stories you’ll find in the newsletter won’t be from Vox: “I don’t care if it drives traffic back to the site. I care if the people who read it feel well served by it,” Klein said.