TheSkimm relies on readers for audience development

TheSkimm is a roundup of daily news aimed at busy professional women in the tone of your “smart friend”... 1.5 million subscribers, ... celebrity fans ... has attracted five presidential candidates to act as guest curators... 40 percent open rate... high engagement and a focused audience. One of the secrets of its growth: a referral program that turns its readers into marketers for theSkimm, or in Skimm-ese “Skimm’bassadors.” ... This approach to audience development has more in common with the early years of Web behavior than modern social sharing and influencing. Rather than gaming algorithms, it empowers advocates of the brand to spread the word. - TheSkimm relies on readers for audience development