A streamlined daily newsletter model has brought The Knowledge over 13,000 paying subscribers. The editorial team credits focus and simplicity for its rapid growth and industry recognition.
Media professionals tracking newsletter monetization will note The Knowledge’s recent milestone: the UK-based news digest has surpassed 13,000 paying subscribers and is approaching profitability just 18 months after introducing its paywall. The publication, founded by Jon Connell-who previously launched The Week-attributes its success to a sharp focus on a single product: a concise, finishable daily email.
Launched in 2021 with backing from Lord Rothermere, The Knowledge initially experimented with a broader offering, including a website, weekly editions, and explainers. However, by the end of that year, Connell and editor Harry Byford decided to concentrate exclusively on the daily newsletter, streamlining the editorial team and workflow. Paid subscriptions were introduced in January 2025, and the brand now boasts over 160,000 total sign-ups, with more than 13,000 paying for full access.
The newsletter’s format begins with a summary of top headlines, followed by curated commentaries and stories selected for their positive or surprising angles. The editorial team-comprising Byford, deputy editor Charlie Lyons, assistant editor Imogen Williams, and Connell as editor-in-chief-meets daily to pitch and select content, emphasizing brevity, entertainment, and a tone that avoids taking itself too seriously. Byford noted that stories with unexpected perspectives, such as a Telegraph columnist praising a Labour minister, tend to resonate most with readers.
Subscribers receive the full newsletter at lunchtime on weekdays and at breakfast on weekends. Non-paying readers get a partial version after a two-month free trial, featuring main headlines, one comment piece, and a shorter story, along with advertising. The Knowledge’s revenue comes from both subscriptions and newsletter ads, with recent campaigns featuring brands like JP Morgan, Sainsbury’s, Tesco, and Chase. The advertising team currently sells about 60-70% of available inventory.
Connell said that simplifying the product offering was key to growth, allowing The Knowledge to compete with larger newspaper brands that have more complex priorities. The team’s approach to content selection involves dividing up news sources, reading extensively, and condensing stories into digestible summaries. Byford described the process as highly enjoyable but challenging, requiring a balance between personality and clarity.
The Knowledge links out to paywalled articles, and Byford acknowledged that some readers express frustration about this. He explained that high-quality journalism often sits behind paywalls, and the newsletter aims to provide a taste of such content while driving referrals to original publishers. According to Byford, The Knowledge is a top referrer for several major newsletters and sites, including Popbitch.
Introducing the paywall was a significant decision, as it was unclear whether readers would pay for an aggregated newsletter. The Knowledge offers a 50% discount for the first year (£40 instead of £80), and Byford reported an 85% retention rate among initial subscribers renewing at the higher price. Promotional tactics, such as a World Cup refund offer tied to England’s performance, have also helped convert free readers to paid subscribers.
The Knowledge’s editorial and business strategy has earned industry recognition, including Best Daily Newsletter at the Publisher Newsletter Awards and Newsletter Hero of the Year for Byford. The publication’s focus on simplicity, brevity, and a distinctive editorial voice has set it apart in a crowded market. For those interested in how audience engagement shapes news distribution, a recent Pew Research Center survey explored who interacts most with local journalists in the U.S., highlighting the importance of community connection in media.
