How Two NBC News Producers Built a Bustling Newsletter From Nothing

Welcome to The Weekly Click by Adogy, where we explore expert tips and tricks by analyzing interesting websites. We set out to provide actionable takeaways that you can apply to your website to help you rank higher in search results.

Two NBC News producers noticed something in 2012 - young professional women didn't have time to digest complex news stories before their morning meetings. Their solution? TheSkimm, a daily newsletter that turned dense news into quick, witty breakdowns.

That simple idea struck gold. What started as a newsletter written from their couch turned into a media powerhouse reaching millions of millennial women. By 2015, they had 1,000 websites linking to them. Today? That number has shot up to 7,000.

But here's what makes their story fascinating: they didn't just build an audience - they built a movement. Their readers became "Skimm'bassadors," spreading the word organically. The site evolved from just news summaries into a full platform covering money, wellness, parenting, shopping, and more.

In this week's analysis, I'm digging into how a two-person newsletter project grew into a digital media force that gets 32,000 monthly visits (according to Ahrefs) and influences how millions of women consume news and lifestyle content.

Here’s what I cover in this report:

• Website overview

• Major highlights

• Competitor overview

• Easy wins to increase revenue and/or traffic

• Actionable takeaways you can apply

Let’s get into it.

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Website Overview & First Thoughts

TheSkimm's growth trajectory tells an interesting story. Starting from zero in 2012, they built their domain authority through strategic partnerships and word-of-mouth marketing. Their backlink profile shows steady growth, particularly after 2015, when they hit their first 1,000 referring domains. Today, with 7,000 referring domains, they've established themselves as a trusted source in the digital media space.

The site's monthly traffic of 32,000 might seem modest compared to some competitors, but this number doesn't tell the whole story. TheSkimm's strength lies in its email newsletter, which reached over 3.5 million subscribers by 2016.

The domain's history reflects a smart pivot from a pure newsletter play to a multi-platform media company. Founded by former NBC News producers Carly Zakin and Danielle Weisberg, they identified a gap in the market for millennial women who wanted news delivered in an accessible format.

Their website design prioritizes clean layouts and easy navigation, reflecting their core mission of making complex information digestible. The site structure supports multiple content verticals while maintaining a consistent, friendly brand voice.

Highlights

TheSkimm's success stems from several key factors. First, its timing was perfect—it launched when millennials were seeking alternative news sources. Second, it built a powerful ambassador program that drove organic growth. Third, it maintained a consistent, relatable voice that resonated with its target audience.

Their expansion beyond newsletters into podcasting, mobile apps, and various content verticals shows strategic diversification. They've maintained their core value proposition while adapting to changing media consumption habits.

Why is this site winning?

TheSkimm wins because it solved a real problem: making complex news and lifestyle information accessible to busy millennial women. Its success isn't just about content—it's about format and voice. Through its ambassador program, TheSkimm turned subscribers into advocates, creating a community around its brand.

Their growth strategy focused on building trust first, then expanding their offerings. This approach helped them maintain quality while scaling their platform.

Top 3 competitors

• Refinery29 (founded 2005) - Focuses on style and culture, acquired by Vice Media in 2019.

• Bustle Digital Group (launched 2013) - Grew through acquiring other women-focused media brands.

• PopSugar (founded 2006) - Offers lifestyle content, acquired by Group Nine Media in 2019.

🚀 4 Easy Wins to Grow This Site

1. Expand SEO-optimized content hubs

2. Enhance social proof integration

3. Optimize mobile experience for conversion

4. Leverage data visualization

Win 1: Expand SEO-optimized content hubs

TheSkimm could create more in-depth, interconnected content hubs around their core topics, such as money and wellness. This would improve search visibility and provide more value to readers. Currently, their content is very broad and disconnected from each other.

I see topics ranging from “Taylor Swift Spotify” to “personality test colors” to “how hot outside.”

Win 2: Enhance social proof integration

While TheSkimm has strong word-of-mouth marketing, they could better showcase how big their audience and media mentions throughout their site.

Win 3: Optimize mobile experience for conversion

With their millennial audience primarily on mobile, optimizing the mobile experience for newsletter signups could drive significant growth. I would recommend adding a subscribe button to the top right.

Win 4: Leverage data visualization

TheSkimm excels at breaking down complex topics, but they could enhance their content with more interactive data visualizations and infographics. This would add another layer of accessibility to their explanations while creating more shareable content.

Takeaways for your website

• Build community first, then expand platforms

• Focus on solving a specific problem for a defined audience

• Use consistent voice and formatting to build brand recognition

• Create ambassador programs to drive organic growth

• Start with one strong channel before diversifying

What do you think about TheSkimm's growth strategy? Comment below and share your thoughts about their evolution from newsletter to media company.

The information and views expressed in this newsletter are based on independent research conducted by the Adogy team. To ask how you can have your website featured on the weekly click, email [email protected].