The Peel with Turner Novak The Business of Newsletters with Kendall Baker, “The Sports Newsletter Guy”
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Aug 10, 2023 Kendall Baker leads Yahoo’s sports newsletter business and previously launched the daily newsletter Sports Internet, sold to Axios. He discusses the evolution of sports newsletters and how they foster deeper connections with readers compared to traditional media. Baker shares insights on writing engaging content, the importance of experimenting in the newsletter space, and why he spent $0 on growth. They also touch on the growing interest in U.S. soccer, underrated athletes, and how trends like fantasy sports will shape the future of sports media.
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Email's Enduring Newsletter Power
- Email remains the best medium for newsletters due to habitual checking despite challenges with younger generations.
- A replacement with email’s benefits but better youth adoption would be embraced immediately.
Early Sponsorship and Gamified Ads
- Kendall’s first sponsorship was $2,000 from FanDuel on 5,000 subscribers, legitimizing the newsletter early on.
- He gamified ads with interactive contests but couldn't sustain due to time constraints.
Acquisition Focused on Engagement
- Selling Sports Internet to Axios was mostly an acquihire focusing on engaged community, not just subscriber count.
- Joining Axios let Kendall focus solely on writing, dramatically improving his work-life balance.