Letters are the shorter pieces in each issue — 8 to 12 minutes each, one argument to the piece. They exist to give you something specific to try on Monday morning, or to give you specific permission not to try something you were about to.
The brands with the strongest organic engagement rates in our sample post, on median, one third as often as their category peers. The mechanism, and what it implies for calendar planning.
The single most reliable predictor of organic reach across the 200 brands we track is not creative quality, publishing frequency, or platform choice. It is the consistency of tone across three-plus years.