Kelsey Weekman was getting bored by Facebook and Twitter.
As the online managing editor at The Daily Tar Heel, she uses social media to distribute the stories of the University of North Carolina student newspaper. But after using the same channels for years, crafting posts for social media started to feel stale and formulaic.
And then, the daily email newsletter theSkimm took off in popularity among her peers, as well as in other campuses.
theSkimm was able to reach a younger audience by summarizing big news stories – everything from ISIS to Fed rates – using an irreverent, friendly tone that was easy to skim, as the name suggests.
Suddenly, email was hip.
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