Why media brand newsletters matter to readers—and advertisers

Newsletters are one of the few digital channels people intentionally make room for. They are invited in, become part of a daily routine and are returned to rather than scrolled past. 

This distinction matters more now than at any point in the past decade, creating new opportunities to connect with audiences.

When those newsletters come from trusted media brands, that habit carries significant weight in marketing decisions.

While organic social reach has dropped below 5 per cent across most platforms, email continues to outperform. Litmus’ 2025 State of Email report shows average open rates holding at 39 per cent. HubSpot considers open rates above 30 per cent to be solid performance, 45 per cent to be strong, and 50 per cent or more to be exceptional.

At SJC Media, many of our newsletters consistently exceed that benchmark, reflecting strong reader connection and trust.

As third-party cookies disappear, platforms grow less transparent and AI reshapes how content is created and distributed, newsletters offer something increasingly rare: direct, permission-based access to audiences who have deliberately opted in. 

Built around real audience needs

SJC Media publishes 21 newsletters across its trusted brand portfolio, with five new launches in the past year alone. Each one is designed around a clearly defined audience need, ensuring relevance, consistency and habitual engagement.

FASHION FWD, with a 55 per cent open rate, shares personal fashion insights through an editor’s lens.

‍Toronto Life’s Front Row focuses on what to do in the city each week.

Maclean’s Message Board helps students, parents and educators prepare for the post-secondary journey.

Chatelaine’s Group Chat brings readers closer to its editors through candid, personal perspectives.

Modern Parenting from Today’s Parent provides practical, expert-backed guidance grounded in real parent experiences.

This March, Canadian Business is launching a new newsletter. It will explore how Canada’s business leaders and entrepreneurs tackle common leadership challenges, sharing insightful stories and practical ideas for shaping the future of Canadian business.

"Newsletters remain a core priority across our content strategy," says Kyle Joe, VP of Content at SJC. "They're one of the most effective ways to build awareness and loyalty—and they open up meaningful opportunities for brands to integrate in ways that feel relevant, not forced."

Trusted Brands, Influential Editors

Behind every successful newsletter is a clear, personal editorial voice.  SJC Media newsletters are shaped by editors with distinct, trusted points of view and deep subject-matter expertise.

“Our strategy is about meeting our audience where they are,” says Liz Guber, Editor-in-Chief of FASHION. “Whether that’s on TikTok or in a curated, original-content newsletter. We’re building trusted editorial voices who offer discerning analysis, authentic recommendations and genuine service. That’s what makes it feel personal.”

In Group Chat from Chatelaine, editors rotate weekly to provide personal perspectives, practical tips and honest recommendations, creating a friendly format that encourages consistent reader engagement.

How Advertisers Can Show Up in Editorial Newsletters 

When readers trust a newsletter and its editor, that trust often extends to the advertisers. Canadian research, such as Unlocking the Trust Premium, shows that advertising in trusted editorial environments is perceived as more credible than ads on social platforms. A Lumen Research study also found that people are 2.5 times more likely to pay attention to advertising in trusted editorial content than in social feeds.

SJC Media offers several ways for advertisers to integrate into the editorial newsletter experience:

Display placements

These ads are ideal for building brand awareness and maximizing visibility. Advertisers benefit from steady exposure to loyal newsletter readers, while audiences encounter brands in a familiar, trusted editorial setting.

Product or link inclusions

Well-matched to service-driven or shopping-focused newsletters, these integrations align with the issue's editorial purpose and offer clear utility to readers.

Sponsored articles

Sponsored articles, like the Knix example below, are co-developed with editorial teams, allowing brands to present content that aligns with the newsletter's style and expectations. Readers benefit from stories that deliver genuine value, while advertisers connect through trusted, relevant messaging.

Bespoke takeovers

Bespoke takeovers give brands full control of a newsletter issue, with expert editorial guidance ensuring the content ties seamlessly into both the brand and the newsletter’s purpose. This provides advertisers a unique promotional spotlight while maintaining content that feels relevant and enjoyable for readers.

‍Why This Matters for Marketers Now

The inbox remains one of the few places audiences choose what they let in. That gives newsletters their staying power. For marketers, newsletters shift from being just distribution channels to trusted editorial environments, where appearing alongside content readers have already chosen becomes a strategic decision.

Reach out to explore how SJC Media’s brands and newsletters create trusted environments where advertisers can show up with relevance and impact.