Issue link: https://www.balharbourdigital.com/i/468853
72 BAL HARBOUR A generation of women is now waking up to theSkimm, a daily e-newsletter delivered at 6 a.m. that provides summaries of the top news, entertainment, sports and fashion stories—with more than a touch of sass. For many of its over 1 million subscribers, theSkimm is replacing morning TV shows and other news outlets. And where there are legions of devoted fans, there is money; in December, the startup announced that it had raised $6.25 million in financing. Danielle Weisberg and Carly Zakin, the team behind theSkimm, began their careers as associate producers at NBC News in 2008, just as the recession was beginning to pummel broadcast journalism. Watching divisions fold and colleagues get laid off, the two were forced to consider futures outside the station. "We started talking about this opportunity that we saw. Our friends who were incredibly smart and well-educated had no time to get news in a way that appealed to them," says Weisberg. So they set out on their own in 2012 in order to fill that void. The newsletter is written in a conversational tone that sounds like it's coming from a well-informed friend, though potential employees need hard news backgrounds in order to be considered. The morning after President Obama's most recent State of the Union address, theSkimm headline read: "I GOT MOVES, THEY'RE MULTIPLYING." Indeed, the team is its own demographic: millennial women who live in a large city and have money to spend—and little precious time to waste. That said, they did get a big boost when Oprah tweeted that she was a Skimmer, as devotees call themselves. In addition to the core product, Weisberg and Zakin turn to social media outlets throughout the day, but more to grow the brand than as a way to simply repost headlines. Shows like the Golden Globes provide a perfect opportunity to combine business with pleasure. "We're watching it anyway, so it's obviously organic to what our consumers are doing as well. We just have fun with it," says Weisberg. During the last Globes broadcast, their tweets included "Aw Catherine Zeta Jones got a new face!" and "Can we acknowledge… Joshua Jackson and Katie Holmes at same event?" Fans are so enthusiastic that many write in to say they want to get involved further; and so, the Skimm'bassador program was born. The ranks—who numbered about 80 early on and are now in the thousands—volunteer to promote the Skimm universe through their own channels, including social media and word of mouth. "It's something that's always evolving, but is a real cornerstone of our brand," says Zakin. The duo intends to use theSkimm's generous funding to primarily expand on the non-newsletter aspects of the business. "We're definitely thinking about bringing the voice to other platforms," says Zakin. "But increasing the content of the Daily Skimm itself isn't part of that strategy." And when asked what's the best part about the money (other than the expansion)? "The ability to get off the couch—we're roommates in New York City—and move into a real office!" JUST SKIMM IT With the instant success of theSkimm, two women prove their demographic demands more than morning news and reality TV recaps. BY STEPHEN TREFFINGER TheSkimm co-founders Danielle Weisberg and Carly Zakin