E-letters a growing trend as readers seek quick and easy hits

More and more magazines are augmenting their offerings these days with by-request, ad-supported e-letters that focus on events, dining out (Toronto Life is a good example with its Preview, The Toronto Life Cottager and Wine & Food). This is a burgeoning trend, according to a Los Angeles Times story about the popularity and profitability of e-letters that filter and aggregate information for busy readers. While the LATimes story doesn't focus on magazines, there are lots of useful lessons here for magazine publishers who want to connect with readers.

"The fortunate thing for us is that we are requested by users to enter their in-boxes, which is a private space these days," says Pete Sheinbaum, chief executive of DailyCandy Inc.

"We appeal to people who like to be on top of things but don't have the time to do it," said Gary Foodim, general manager of Very Short List.

Flavorpill.com says it provides "filtered bits of knowledge that help you better navigate an ever-expanding sea of cultural options."