ABSTRACT
In the context that the media faces increasing competition within the industry and with other players for the attention of the audience, intimacy is presented as a differential element for the achievement of strategic objectives. “Newsletters” were a product that had previously existed in the countries covered in this chapter (Austria, Switzerland, and Spain) but gained in popularity in the wake of the COVID-19 pandemic. Within the research of the JoIn-DemoS project, we look at the renaissance of the newsletter and the key reasons for its reemergence as an incremental innovation not only in its objective of distributing information but as an enhancer of brand engagement for media.
