Since November 1, the Arizona Attorney Magazine staff have been writing a new newsletter for a new generation of newsletter readers. Sent by email every afternoon, the Daily 5 offers 4 news stories + 1 case of the day.
You can get through that content in about 5 minutes–10 if you’re really enjoying yourself.
I wrote about the Daily 5 in my February editor’s column, which I share again today:
You probably think you’re reading a magazine right now. And of course you’re right. But that’s only part of the picture. Because what you’re truly reading is a concept, an idea with personality, that has formed over decades. Arizona Attorney is a magazine, but it’s also a way of thinking and—dare I say it—a brand.
A brand that grew a little bit this fall.
Over the past 18 months, we decided to take that voice—that brand—into another channel. You may already be familiar with what we do in social media (for example, on Twitter @azatty, yo). But we wondered: How could that approach to the legal world play out in a daily newsletter?
So in November, after laying a year’s worth of groundwork, we launched the Arizona Attorney Daily 5.
5 news headlines a day, snappy writing, great design, all emailed once a day to readers. How hard can that be?
Pretty hard, it turns out. But where the Daily 5 has succeeded, it has done so for a few reasons. Let me offer, well, 5 of them.
Voice matters: Arizona Attorney may be a legal publication, but we’re no law journal. We believe that in the life of every practicing attorney there’s room for humor and a lighter outlook. The Daily 5 is your informative colleague at the 5-minute water-cooler break.
Story choice matters: Yes, we offer substantive summaries of court opinions. But we think you enjoy some articles that require lighter lifting, too. Cue the Kardashians’ legal struggles.
Writing matters: Even if our choices are solid, readers will flee if the writing comes from the 19th century. Our tone and approach show we are not your grandfather’s newsletter.
Knowing your audience matters: We’ve spent decades-plus interacting with Arizona lawyers. Since November, we’ve heard from a large number of readers who appreciate our lighter touch and our lively writing. Is everyone a fan? No, but we do what we can to win them over.
Colleagues matter: Each Daily 5 contains about 500 words, 600 max. But that sparseness masks the input of so many people. From having the newsletter’s title contest-crowdsourced among State Bar staff, to an elegant logo designed by our Art Director, to all the writing and curating done in-house, to the ad sales that make the newsletter smart and profitable, this is a capital-T Team effort. Kudos to everyone involved.
We do enjoy hearing your thoughts about our daily work. Send praise, critiques and suggestions to us at Daily5@azbar.org. And yes, we’ll write back.