Latest / The Newsletter Podcast with Fexingo: Substack, Beehiiv, and Email Newsletter Business
How Newsletters Are Building Their Own Ad Networks
In this episode of The Newsletter Podcast, Lucas and Luna explore a growing trend: newsletter writers banding together to form their own ad networks. They break down how collectives like Swapstack and the emerging 'independent newsletter coalitions' work, using the example of a group of 15 tech newsletters that pooled inventory to compete with programmatic giants. They discuss the economics—how a writer with 20k subscribers can earn CPMs of $30 to $50 instead of the typical $10—and the trade-offs around control, brand safety, and editorial independence. Luna brings a specific case…
The skinny
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