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Leading with an apology: some thoughts on innovation in communications

5 min read

Something I'm finding interesting about the New Newsletter Movement (which isn't really a movement, but is surely a definite phenomena in a certain slice of the internets) is the normalisation of the Extended But Friendly Unsubscribe Disclaimer, wherein profuse preemptive apologies are made for the possible cluttering of inboxes, and the ease of avoiding such is highlighted. It's not surprising -- on the contrary, it serves to highlight that the move to newsletters was driven at least in part by a sense that there are an excess of push-notification demands on people's attention, and that we all know they're no fun any more (even if we're still occasionally unwilling to say so).

Email is a fairly pushy medium too, of course (which is why it's such a popular topic for those work/life balance articles), but it seems to me to have two main merits in the context of the current communications retrenchment: firstly, there are a lot more third-party tools and techniques for managing email as multiple flows and categories of comms (including, crucially, easy blocking and blacklisting); secondly, no one can envisage being able to give up email forever, so the inbox is both a comfortable and secure place in which to set up one's ultimate data redoubt. Hence newsletters: they're a one-to-many subscriber-based push medium, much like socnets, but -- crucially -- the interface through which both the sender and the receiver mediate and adjust their experience of communicating via newsletters, namely the inbox, does not belong to the company providing the transmission service. 

Sure, that interface may well belong to someone other than the end-user -- most likely G**gle or another webmail provider -- but the point is that the route between sender and receiver has a whole bunch of waypoints, seams between one system or platform and another where one or another of the communicants can step in and control their experience. With FarceBork or Twitter, that communicative channel -- the interface apps, the core protocol and its design principles -- is all in-house, all the time, a perfect vertical: it works this way, that's the only way it works, take it or leave it. (Note that it takes either network effects or addicition mechanisms, or possibly both, to build the sort of product where you can be so totalitarian about functionality; note further that network effects are easier to achieve in closed and/or monopoly networks.) So the newsletter is a point of compromise: a one-to-many-push model which retains plenty of control at both the author and reader ends. 

And so we have a situation where one of the most common features of the use of a particular opt-in medium is a disclaimer about how easy it is to avoid further messages from the same source. I find this of some considerable interest -- not least because rather than being a technical innovation, it's actually a reversion to older technologies which have been rearticulated through a new set of social protocols and values.

That said, it's a little odd that we've jumped all the way back to email, skipping over the supposedly-failed utopia that was the Open Web (or whatever we're now calling it in hindsight): y'know, blogs, aggregators, pingbacks, RSS, all that jazz. I do hear some lamenting for the Open Web, but it tends to be couched in a way that suggests there's no going back, and that the socnets pushed all that out of the way for good. And while that may be true in commercial terms, it's not at all true in technical terms; I can't speak to the change in running overheads, especially for anyone running anything more than the website equivalent of a lemonade stand, but all that infrastructure is still there, still just as useable as it was when we got bored of it. Hosting is cheaper and more stable than it was a decade ago; protocols like RSS and pingbacks and webmentions only stop being useful when no one uses them.

So why didn't we go back to blogging? After all, the genres of writing in newsletters are very similar to those which were commonplace on blogs, it's a one-to-many-pull medium (so no accidental inbox invasions), and the pertinent protocols are just sat there, waiting to be written into software and used again.

But it's a lot more effort to run even a small blog than to run a newsletter (you effectively outsource all the work besides the writing to your newsletter provider, for whom it's less a matter of work and more a matter of maintaining automated capacity), and you still have to go "somewhere else" (whether directly to the site, or to an RSS aggregator) to catch up with the news from others. Newsletters are just easier, in other words -- sufficiently easy that the inherent deficiencies of the medium don't seem too much of a chore to manage, for sender or receiver.

Whether that remains the case for newsletter authors with very large audiences, I have no idea -- and how long it will remain the case is just as open a question, as is the question of where we'll move our discourse to next. However, it's pretty clear that the newsletter phenomenon thumbs its nose at the standard models of innovation, wherein we transition to new technologies on the basis of their novelty and/or technological advantages. This is good news, because it means that we're perfectly capable of rearticulating the technological base of the things we do in response to changing social meanings and values -- and perhaps it even suggests that those meanings and values are more influential than the supposed determinism of the technological stack itself.

We can but hope, I guess.