The What
The What is a privately held company founded in 2015, based in San Francisco, CA, that operates in the Online Audio and Video Media industry. It offers a community and email newsletter aimed at women, featuring a variety of topics including lifestyle, culture, and wellness, with a subscriber base of 100,000.
Company Overview
The What is a community and email newsletter founded in 2015, based in San Francisco, CA. The company operates within the Online Audio and Video Media industry and is classified as a privately held entity. With a team size of five, it is categorized as a very small business. The What focuses on creating a cozy and genuine digital experience for its audience, emphasizing community engagement and connection among women.
Newsletter Content
The What newsletter serves a diverse audience with a focus on topics such as life, style, culture, and friendship. It has 100,000 subscribers, predominantly women (92%), with a significant portion of the audience having a household income of $195,000. The newsletter features various segments, including 'The What List' for curated recommendations, 'The What Women Want' focusing on health and wellness, and dedicated sections for book recommendations and interviews with authors.
Community Engagement
The What places a strong emphasis on community engagement, featuring user-generated content and reader contributions in its newsletters. The company has established a private women's community on Facebook with 24,000 members, as well as a group called The What Women, which has over 30,000 members. Additionally, it connects female-focused brands with receptive shoppers through product recommendations and has a community of founders and executives seeking administrative help.
Founders and Curators
The What is curated by Amy Parker and Gina Pell, who have over 30 years of combined experience in digital media and content curation. They are known for their previous work on the pioneering website Splendora. Their expertise guides the newsletter's content and community-building efforts, fostering a global sisterhood of women who support each other.
Audience Demographics
The audience of The What primarily consists of women aged 34 to 67 years old, with 67% of the readership having a household income of $195,000. The newsletter aims to create a supportive environment for its readers, focusing on women's health, wellness, and empowerment. The company actively engages with its audience through various platforms, including curated playlists on Spotify and exclusive book club discussions.