It's too late to start a newsletter

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This is one of the most common myths regarding email newsletters.

And it’s nothing new or unique.

Back when I was working for Ali Abdaal - marketing and selling the Part-Time YouTuber Academy which was a course teaching you how to do YouTube - the #1 most common sales objection I heard was “I’m afraid that it’s too late to start on YouTube”

And it was the most common sales objection in 2021, 2022, 2023, and, you guessed it, 2024.

The reason for that?

People treat these platforms as zero-sum games. Meaning, that if one person has success, other people won’t. There can only be a handful of winners.

But it’s not the case with things like YouTube or email newsletters.

There’s a thing called the 1-9-90 rule which describes a distribution in online communities:

• 1% are creators – actively producing content

• 9% are contributors – occasionally engaging

• 90% are lurkers – primarily consuming content without contributing.

To put that in perspective, there are nearly 114 million active YouTube channels.

Sounds like a lot.

However, there are over 2.5 billion monthly active users 🤯

And if we compare that number to channels that are actively uploading, it turns out that only 0.8% of the audience creates content. Less than 1%.

From the remaining 99.2%, only ~9% will ever comment, like, or share. The rest are just there to consume.

What does it tell us?

Don’t be afraid to start today.

And don’t use the “it’s too late” reasoning to rationalise this.

People are consuming more content than ever and the ratio of creators to consumers still roughly follows the 90-9-1 rule.

No matter if you’re thinking about starting a newsletter, launching a YouTube channel, or maybe re-activating your X profile, the best time is now.

The distribution is there, algorithms are more sophisticated than ever and with proper infrastructure to convert people to your newsletter, creating a dream content-to-conversion system is easier than ever.

So, in case you wanted to ask… No, it’s not too late to start a newsletter and yes, 2025 is a great year to do so 💪

And if you want to start or grow your newsletter but don’t know how or you want experts with a proven track record to do it for you, reply “newsletter” and I’ll send you the full details of our launch nad growth plans.

Take care ✌️

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Other resources to help you grow your newsletter

I Wrote 4,000+ Newsletters For Axios, The Hustle, and Yahoo Sports (link)

Matt McGary in conversation with Kendall Baker, the first newsletter writer at The Hustle, and now a Senior Writer at Yahoo Sports. Super talented dude and probably the most well-known writer in the newsletter space.

5 Takeaways from Beehiiv’s 2025 State of Newsletters Report (link)

Very interesting and useful metrics for things like when to best send your emails or how often, the size of your subject lines, and more.

Grow your email list = Create demand for your brand